Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Pay Per Click Advertising for Community Colleges - by Christian Campagnuolo

792 views

Published on

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

Published in: Education, Technology, Design
  • Be the first to comment

  • Be the first to like this

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>

×