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Marketing solutions home | Search optimization | Pay-per-click | Website design
Pay-per-click marketing solutions for continuing, professional, and executive education
Pay-Per-Click (PPC) marketing complement a website’s organic performance on search engines to improve traffic to the website. PPC campaigns are an important part of search engine marketing for the following reasons:
- It is difficult for most organizations to rank in the top 10 on organic searches for the most competitive keywords (i.e. training, classes, etc.). PPC allow organizations to “buy” their way onto the search results page for such terms
- Approximately 20% to 30% of searches result in a click on a PPC ad instead of an organic listing
- PPC ads can be quickly and easily changed to support your marketing campaigns and optimize ROI. Organic listings in search engines can take weeks to update after changes are made on your website.
JMH Consulting uses a rigorous and systematic approach to develop and deliver pay-per-click marketing campaigns. The process is outlined below. Contact us to learn how our pay-per-click marketing solutions can help your department!
Our Pay-Per-Click Process
Phase 1: Keyword Research
Keyword Generation
Keywords are words or phrases commonly used when searching for a topic, class, certificate, program, or training event. Choosing effective keywords is a vital part of the web optimization process. Selected keywords are used to optimize individual pages in the website and for pay-per-click marketing. JMH Consulting uses a combination of approaches to generate keywords, including competitor analyses, brainstorming, keyword generation tools, pay-per-click results (when available), and website analytics (when available).
Keyword Evaluation
After generating a robust set of keywords, JMH Consulting categorizes, evaluates and ranks the keywords by their relevance and frequency of use in search engines. The selected keywords are blended to form sets of first, second, and third tier1 phrases.
Phase 2: Campaign Creation and Launch
Determine Campaign Architecture
Robust PPC marketing efforts consist of building Campaigns and AdGroups composed of keywords and ads. Campaigns are broad categories such as “Computer Education.” Each campaign is made up of one or more AdGroups, which are more specific categories such as “Microsoft Office Education” or “Web Design Education.”
Campaign Generation
During the creation of campaigns on Google, Yahoo, MSN, and/or other paid search providers, JMH Consulting organizes the selected keywords to fit within the Campaign Architecture. Several ads are also written for each AdGroup. The campaigns and ads are then created within each paid search providers system. In conjunction with our client, we help establish a budget, geographic scope, schedule, and goals for the campaign.
Phase 3: Campaign Tracking and Evaluation
Over time, PPC campaign are tracked, evaluated, and updated to improved their performance. We typically update the campaign on a daily, weekly, or monthly basis, as requested by our clients. JMH also analyzes the campaigns and provides documented results and additional recommendations in a series of periodic reports.
We also monitor and update three components over time:
- Ads – JMH removes underperforming ads and creates new ads similar to high performers
- Bids – JMH adjusts bids based on the PPC ads position in the search results pages
- Keywords –JMH removes keywords that generate a less than desirable click-through and/or conversion rate and ads additional keywords similar to those generating acceptable click-through and/or conversion rates.
Contact us to learn how our pay-per-click marketing solutions can help your department!
Footnotes
First tier keywords are extremely popular and competitive terms such as “continuing education”. Second tier keywords such as “continuing education in Chapel Hill” are less competitive, but still valuable. Third tier keywords are very specific terms such as “online class history through UNC” used infrequently, but by more intentional searchers.
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