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Pay Per Click Advertising for Community Colleges - by Christian Campagnuolo


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Christian Campagnuolo discusses the power of Pay Per Click advertising and Google Adwords to grow enrollment at your community college.

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Pay Per Click Advertising for Community Colleges - by Christian Campagnuolo

  1. 1. Pay-Per-Click Valencia Case Study Campagnuolo Consulting Group
  2. 2. What is Pay Per Click? <ul><li>Search engines and services provide listings on a per-bid basis. </li></ul><ul><ul><li>In addition to their 'natural' search results, which are still powered by a combination of keywords found on your site, link popularity and other formulae. </li></ul></ul><ul><li>If you place the highest bid for a specific keyword or set of keywords, then you rank number one in these paid listings. </li></ul><ul><ul><li>Every major search engine now displays these paid ads above and to the right side of their 'organic' rankings. </li></ul></ul><ul><li>If someone clicks on your PPC listing, they arrive at your web site. And you are charged the amount you bid. So, if you bid $.15 per click on 'widgets', and that's the highest bid, you'll show up first in line. I </li></ul><ul><ul><li>If 100 people click on your PPC listing, then the search engine or PPC service will charge you $15.00. </li></ul></ul>
  3. 3. Why is Pay Per Click Bad? <ul><li>Bidding wars over a particular key phrase (especially in education) </li></ul><ul><li>ROI can be very hard to measure. </li></ul><ul><ul><li>Some PPC engines (Adwords and Yahoo, specifically) provide conversion measurement tools, so that you can track whether your pay per click campaigns are generating the desired result. </li></ul></ul><ul><li>It does not scale. More traffic = more of your money in direct proportion to that traffic - your cost per click stays constant. </li></ul><ul><ul><li>Compare to natural search engine optimization – </li></ul></ul><ul><ul><ul><li>Invest a fixed amount of time and/or money to achieve a better rank </li></ul></ul></ul><ul><ul><ul><li>Long run = cost per click goes down as you draw more traffic </li></ul></ul></ul>
  4. 4. Why Pay Per Click is Good <ul><li>It can generate traffic right away </li></ul><ul><li>It is easy and fast </li></ul><ul><li>If you spend enough, potential students will see you right away </li></ul><ul><li>It can be a bargain if you find niche search terms or are really good at segmenting your audience </li></ul><ul><li>It works </li></ul>
  5. 5. Pay Per Click’s Role at Valencia <ul><li>Specific Courses and Classes – Focus attention on a specific area for a finite amount of time. </li></ul><ul><li>Direct-response – Specific audiences, seasonal courses and on-time delivery </li></ul><ul><li>Niche terms – Generate traffic for a highly specific key phrase. </li></ul>
  6. 6. Valencia’s Campaign Google Search – Very Specialized Courses
  7. 9. Valencia’s Campaign Program Specific Landing Page – Data Capture & Tracking
  8. 12. Valencia’s Campaign Immediate Response & Next Step Direction – Customer Service
  9. 14. Valencia’s Campaign Tools to Take Action
  10. 16. Thank You <ul><li>Christian Campagnuolo </li></ul><ul><li>Vice President, Marketing & Media Relations </li></ul><ul><li>Valencia Community College </li></ul><ul><li>[email_address] </li></ul>