Digital Marketing Resources for Higher Ed
Paid Search Master Class Series
It’s time to level up your digital marketing skills! Three weeks, three master class webinars led by experts to help you sharpen your paid search marketing skills. Start with an intro to PPC (Pay-Per-Click), explore how ad copy affects campaign performance, and finish by learning how to track and measure campaign success to drive meaningful results.
Intro to PPC (Pay-Per-Click)
Presented by: Sarah Slater
In this 15-minute session, Assistant Director of Paid Search Sarah Slater walks you through the basics of PPC (pay-per-click) advertising, equipping you with the understanding of the PPC ad auction, how PPC compares to SEO, and why PPC is crucial to a successful media plan. Download the slide deck.
Ad Copy + Creative
Presented by: Jenna Dunaief
In this 20-minute recording, learn about the importance of writing compelling ad copy and the effect it has on performance for Paid Search campaigns. We’ll discuss the anatomy of a high-performing ad, key metrics to evaluate performance as well as optimizations you can implement in your own campaigns using Google’s newest AI creative tools and features. Download the slide deck.
How to Measure Success in Your PPC Campaigns
Presented by: Michael DePinho
In this 20-minute recording, learn how to measure success in your paid search campaigns. We’ll cover basic PPC metrics, key performance indicators, conversion tracking essentials, and A/B testing in Google Ads. Download the slide deck.