How a unique university program used a strategic Google Ads campaign to drive 91% more traffic

Innovative ideas can change the world — but only if people know about them. Companies offering new products or services often struggle to advertise online because no one knows to look for them yet.

Fortunately, there are ways to use pay-per-click (PPC) campaigns to drive awareness, even if you’re starting from scratch.

Why PPC is important

PPC is a digital marketing tactic that is used to drive more qualified traffic and sales in a short period of time, using online ad platform(s) that charge by the click. With 15% of all web traffic coming from paid search advertising, paid campaigns play an important role in increasing your online visibility and owning more of the search engines results page.

Read our post on how PPC and SEO work together to own page one.

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.

Strategic PPC can make or break your new offering

Driving awareness of your new product or service is critical to its long-term success. With a strategic PPC campaign, you can reach and refine your target audience and get the attention (and leads) you crave.

To learn how you can generate more traffic and leads, visit our page on PPC advertising.