Higher Education Marketing

PPC Marketing Campaign Checklist

Date posted: January 25, 2011

PPC Marketing Campaign Checklist

When setting up a Pay Per Click Marketing Campaign (an increasingly effective search marketing tool) there are a few things your school should keep in mind. Here is a quick checklist to make sure you’re getting off on the right foot.

1. Define your goals.

We at Higher Education Marketing often feel like a bit of a broken record, but the fact remains, one of the most common Web marketing mistakes is to not clearly define your marketing goals.

What are you trying to achieve with your Pay-Per-Click Marketing campaign? Is it an e-registration or sign-up to a newsletter? Do you want to generate online leads from prospective students and measure the amount of information forms requested? Regardless of what your goals are, they need to be clearly defined before starting a PPC Marketing Campaign. Without them, it severely hampers the planning, execution and results of the campaign.

2. Compile a list of relevant keywords.

Draft a list of the keywords that best describe and sum up the programs, faculties or clusters of programs being marketed. There should be nothing wishy washy or vague here. Find the most descriptive keywords you can come up with.

3. Make sure your keywords and ads are focused and specific.

A common and easily avoidable mistake when setting up a PPC campaign is to lump different keywords in one campaign. Combing ads and keywords for engineering programs, fine arts programs and web design courses, for example, will only hamper your overall results and Return on Investment.

4. Set up Google Adwords.

With a majority of market share, Google Adwords is the biggest and most popular for a reason: it works. Use it.

To sum up:

  • As always, clearly define your marketing goals before starting your PPC campaign
  • Take the time to compile the most descriptive keywords possible for your programs or faculties
  • Do not lump keywords together, focus ads and keywords
  • Take advantage of Google Adwords. It’s the biggest and most popular for a reason: it works

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