I started my engagement with this client by focusing on building their Google Ads knowledge, meeting with the marketing team to assess their goals and introduce foundational strategies. The client had a reputable brand and a capable marketing team but required advanced Google Ads training to fully leverage this tool in reaching prospective students and stakeholders.
Founded 140 years ago, UT Austin has a longstanding reputation for educational excellence and research innovation. Known globally for attracting top-tier talent, the university upholds values of learning, discovery, leadership, and individual growth. Their esteemed faculty includes winners of prestigious awards, including the Nobel, Pulitzer, and Edison, along with MacArthur, Guggenheim, and Carnegie fellows.
Despite having a skilled marketing team, the university identified a gap in their expertise with Google Ads. The team lacked members with deep knowledge in setting up and optimizing campaigns, which limited their ability to execute high-performing paid search strategies. Recognizing the potential of Google Ads for expanding their reach, the client contacted me to provide targeted training for their marketing team, aiming to improve their overall Google Ads competency.
The Challenge
As a university with a significant legacy, their marketing team was well-versed in various advertising channels but needed a thorough understanding of Google Ads to strengthen their digital strategy. Without in-house expertise, they risked missing opportunities to connect with prospective students and increase engagement across programs.
Training multiple team members to develop, execute, and optimize Google Ads Campaigns effectively was vital in empowering them with this essential skill. The client needed a partner who could provide both the training and guidance to build sustainable, impactful campaigns.
The Solution
To meet their goals, I visited the university to conduct comprehensive, hands-on training sessions for the marketing team. During the training, I covered essential aspects of Google Ads, including keyword research, ad structuring, audience segmentation, and campaign optimization. These sessions were tailored to address specific challenges they faced in targeting prospective students and other key audiences.
Following the training, the university hired me to set up and manage their initial campaigns, allowing me to ensure alignment with their strategic objectives. Working closely with the team, I implemented optimized campaigns to reach the right audience segments and improve engagement.
The Result
The new Google Ads Campaigns have delivered excellent results, achieving high click-through rates (CTRs) and refining targeting strategies for maximum effectiveness. This improved digital presence allows the university to attract a broader audience and drive awareness for its diverse programs.
As we continue to develop new campaigns, the university's marketing team has gained confidence in their Google Ads capabilities, further contributing to the ongoing success of their digital marketing efforts.
