Google AdWords Campaign By: Kyle Cavazos

Johana Guerra Shannon Price

Journalism PhD Program

● 51 total keywords used for all ads

● Most expensive keyword: $3.75

● Budget = $3.80

Google Keywords

● First Results● Expensive keywords● No clicks or very few● The location set only to U.S.● Incorrect/insufficient budget used

Original Ad Problems

● Changed Ad names and descriptions● Changed School name (UT/University of

Texas [at Austin])● Changed targeted location to international

countries (Eng. language used).● Changed link: utexas → journalism.utexas● Fixed budget amount

Ad Modifications

The Final Ads

● Avg. CPC went down from $4-5 to >~$2● Received clicks on every ad● Improved avg. position from 3/4 to 2

Final results

● Continue to change keywords.● Adjust budget for different results.● Mobile ads (?)● Research other similar ads for ideas● Narrow specific pages

(difficult with UT’s site)

Further Improvements