Principal Certification Network

Google Search Ad Campaign

Goal: Increase sign-ups for our Principal Certification Network (PCN) info session

Strategy: Create a Google Search ad that drives leads to the PCN landing page

Keywords and Ads

To set up the campaign, I used Google Search Console to research keywords that related to the Principal Certification Network. I compiled the list of keywords in Google Sheets.

I then created 27 ad groups based on theme and match type. For each ad group, I created two ads that were specifically tailored to that ad group’s keywords. Then I enabled extensions to take up more real estate.

Location and Budget

I set the location to a radius of 100 miles around Austin since some of the sessions are in-person, and we primarily serve people in our region. We had a $300 budget for this campaign, so I set the max CPC at $5 after looking at the expense for each keyword.

Negative Keywords

I got rid of semantic search results that I didn’t want through negative keywords. Then I monitored and adjusted the keywords daily, based on the search queries.

Results

  • 7.22% CTR
  • $4.83 CPC (below our $5 target cost)
  • Increased the number of info session registrants by 300%