Higher Ed PPC Audit & Roadmap

Background:

A Midwest-based university was seeking to move the management of their paid search and paid media accounts in-house. Management of the paid search accounts was previously handled by a large West Coast agency. As the university was transitioning to in-house management, they were seeking a consulting partner to provide clarity to their strategy, highlight areas of opportunity, and lay the foundation for future PPC success. The founder of Granular, having in-house higher-ed experience, made Granular an easy choice for them and we were hand-picked to help them with the transition. 

The Opportunity:

A large Google Ads budget was being spent on higher ed PPC each month – the University marketing leadership had a hunch that some of it was being wasted. Granular took a quick look at the account and immediately knew there was much more waste than initially thought. The University hired us to show them a way to clean up wasted ad spend and show them a path towards more rapid growth. 

Granular’s Solution

• We gained access to their PPC accounts and performed a comprehensive audit into the history of their account
• Granular was also able to apply best practices and set up a strong foundation during the period in which we were managing the day-to-day activity of the paid media accounts.
• The restructuring of the accounts saw immediate positive returns that set the groundwork for continued success.
• Quality Score sculpting with account architecture and landing page updates
• Ad Quality Score improvements based on architecture and keyword mapping