Paid Search

What is paid search

paid search is a way for digital marketers to market through search engines to have their ads shown on the search engine results page

Paid search is usually set up by a basic PPC model where the advertiser pays per every click that the ad gets it can be good for the digital marketer because say an ad isn't working very well then the digital marketer isn't wasting money on an ad that doesn't work so you sort of can AB test an ad by doing PPC.

Why is paid search important

paid search is important to marketers because it can help your brand build awareness and help promotions. as a digital marketer, you can get your results really fast because as soon as the ad is live you will start to see the results trickle in. paid search is flexible and is very easy to target a market. through paid ads, a company can compute an ROI and get a good feel of how successful the ad campaign is.

?Google Ads vs. Bing Ads

The pros of Google are that it is the most popular search engine in the world. as well as being the biggest google also has two types of ad campaigns to pick from being Search network and Display network

Some cons of Google would be that they are huge so the market can be saturated can be very competitive are more expensive and can easily ban/remove your ad easier due to more policies and regulations.

Some pros of Bing are that when you pay to advertise on bing you also pay to have your ad shown on other sites such as yahoo and other Bing partners. another advantage is not as saturated not as competitive and not as busy so it would be easier to be seen the last pro of Bing is that the average PPC is much lower than that of google.

Some cons of Bing are your average audience will tend to be smaller just due to the smaller audience of Bing compared to Google they are also less flexible in being able to copy and paste as much plus Bing interface is a little bit more difficult.

Overall Google should be used by companies looking for a lot of leads.

companies seeking to create brand awareness.

have more money to spend.

Bing should be used by companies with less money to spend on advertisement

companies who don't have content, content being pictures videos, etc

lastly, Bing should be used by marketers who are more focused on older generations due to the average of Bing being higher than google

WWU MBA best in the NorthWest

Western Washington University offers an MBA program that offers a multitude of benefits focused on a close-knit community and the ability to have access to faculty and build relationships with staff. Along with the close small community in the Western MBA program, they also prepare students for greater decision-making situations as well as self-directed careers. The MBA program can also guarantee Students greater career earnings than that of someone who doesn't have an MBA.

western only receives a small amount of MBA applications per year partly due to the fact that a lot of people don't know that western has an MBA or for the fact that they don't wanna move up to Bellingham to attend school.

Retargeting

Western should use PPC and use paid search to advertise on both google and bing for one they can definitely afford it on google they would have a bigger audience reach and on bing, they could have a small localized market much like how the MBA program operates already.

Location

westerns location should be one of the main focuses on the ads due to the small college town feel the MBA program should use that to advertise to those students who aren't all for a big city feel due to costs and way of life. they should also market to people about how close Western is to major cities like Vancouver and Seattle so there are career fields not too far from Western. Due to the small-town feel the MBA program might feel a little more homie than an MBA program at a huge university like the University of Washington.

Keywords

Western should highlight what they are known for when advertising for the MBA program on PPC ads for instance use small town MBA they should also advertise the flexible schedules as well as the cost. if they were to highlight these things as keywords in PPC ads it would boost their applications.