Work

National University – PPC

Situation
National University is a non-profit University with 30 campuses with an estimated $500 Million in assets. e-storm has been managing the University-wide SEM campaigns for 3 years when NU decided it wanted to increase leads and enrollees from PPC.

Strategy
Research. Test. Repeat. We knew we had to both launch a campaign that built awareness and generated leads from PPC – and implement a tracking system that could analyze what worked and what didn’t.

Solutions
We devised ad groups for many divisions and target audiences, and analyzed search volumes, average CPC of competitors, maximum CPC and ad copy. We conducted extensive keyword research, including negative keywords as well as implemented rules for acceptable CPC, CPA, and ROAS. In addition, we reviewed possible user paths and ROI measurements.

Results
Overall, e-storm reduced the average CPC by 40-50% and increased NU’s paid search ranking by 25-60%. Click-through rate increased by 50-100% on most ad groups, and the number of clicks rose by 40-60%. PPC is now driving a significant number of leads and enrollments. In addition it is influencing SEO results and general awareness for National University.