Setting up a successful PPC campaign
University of Michigan’s Health Infrastructures and Learning Systems (HILS) approached us about a groundbreaking degree program that needed to boost its low enrollment numbers. Although the program was strong, it was so unique that many students were unaware of it as a course of study, and therefore unlikely to find it online.
So how do you use PPC when no one is looking for you?
At Pure Visibility, we focused on creating varied campaigns that would appeal to a range of prospects, and used target keywords for related terms and programs. This helped raise awareness of the program in previously unengaged audiences, and established trust by tying HILS branding to more established programs at U of M.
Once the campaigns had begun, our PPC consultants could track each campaign through conversion and use that information to refine the ads so they targeted markets with the most potential. These strategic ad campaigns ended up driving 70% of traffic to the program website.