PPC for University | Rutgers University Camden

Challenge

Rutgers University Camden needed to drive online enrollments and stay competitive against other universities, student’s other career options, and even other Rutgers locations. Additionally, tracking was a mess and needed to be fixed and the university was moving through a rebranding.

Strategy

An SEO and PPC campaign targeting prospective students seeking career options and offered material to educate the prospects.

Approach

We worked with the Rutgers tech team on identifying and setting up the conversion funnel to properly assign value to each component of the SEM work. We worked with them also on integrating a virtual campus tour as well as options to tour the campus in person. The target audience was identified through terms related to intent, life choices, and competitors.

The Process

Full scale SEM designed to drive enrollments

Website Analysis

A website analysis was important for 2 reasons: 1. to understand the current user experience and provide conversion rate optimization recommendations and 2. to audit for SEO purposes and provide opportunities as well as threats to rank.

Keyword Research

Keyword research was integral to understanding the university’s current positioning as it relates to their target audience. Based on our research, we devised themes to target within PPC and content shifts for SEO purposes.

Website Optimization

Following the website analysis, we optimized the site to increase conversion rates and conversion opportunities as well as the meta data and content within the site to target the correct audience via SEO.

PPC Advertising

Once the analysis, research, and optimizations were in place, we began the PPC build and launch. This campaign targeted the proper audience, maintained the brand’s competitive positioning, and complemented the organic positioning.