Targeted paid search campaigns drove impressive application numbers for the launch of a new degree program.

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Paid search gives new degree program a strong start

Paid search gives new degree program a strong start

Eastern Michigan University’s College of Health and Human Services contacted Pure Visibility for help launching their new online RN to BSN degree program. The goal was to begin with a bang, using paid search to increase visibility to potential applicants.

Client Background

Located in Ypsilanti, Michigan, EMU prides itself on providing practical and meaningful academic experiences to its students. The RN to BSN program was developed to be entirely online and enable candidates with an Associate’s Degree in Nursing to complete their Bachelor’s of Science in Nursing while they continue to work. The program also incorporates six start dates per year, essentially allowing rolling admission for busy non-traditional students.

Our Recommendations

Pure Visibility planned and initiated a paid search ad campaign that would appeal to EMU’s target market, including an SEO audit of the program’s landing pages. Ad spend and clicks were monitored and analytics were reported on a bi-weekly basis, ensuring consistent management of the campaign.


With the help of Pure Visibility, EMU saw:

Applications in the first 2 weeks
Applications in the first month
Average clicks per day
0 %
More clicks than competitors