Search Engine Marketing Services

The vendor is required to provide search engine marketing (SEM) services for students and offers a variety of programs, including degree, certificate, continuing education, and workforce development courses.
- We aim to enhance visibility and reach through targeted paid digital advertising efforts, particularly in search engines such as google and Bing.
• Develop and manage SEM campaigns (google ads, Bing ads, meta, LinkedIn, YouTube, Hulu, etc.) that align with institutional recruitment and enrollment goals, as well as community outreach efforts.
• Conduct keyword research, audience segmentation, and targeting strategies. 
• Create and optimize landing pages in collaboration with college staff to support specific program or campaign goals. 
• Set up and manage robust conversion tracking, including form submissions, phone calls, and other lead-generating actions. 
• Monitor, report, and analyze campaign performance using clear metrics tied to institutional KPIs. 
• Provide data-driven recommendations for ongoing improvement and optimization. 
• Manage SEM budgets efficiently to maximize return on investment. 
• Perform a/b testing of ad creative, landing pages, and audience segments. 
• Implement remarketing strategies to re-engage prospective students. 
• Ensure campaigns comply with institutional, legal, and platform-specific policies (e.g., accessibility, privacy regulations). 
• Collaborate with CRM and information systems teams to align campaign efforts with lead tracking and enrollment funnels. 
• Meet regularly with college marketing staff to plan, conduct performance reviews, and align strategies. 
• Provide support for urgent or time-sensitive campaign needs as required.
- Approach and methodology
• Strategy for achieving the college’s enrollment goals, including the following elements:
o A clear overview of your initial planning and discovery process, including how you will develop a customized SEM strategy aligned with the college’s institutional goals.
o Utilization of data analytics, audience segmentation, and targeted campaign design to effectively reach key student populations.
o Explanation of how your team will incorporate an understanding of the college’s mission, community context, and student demographics into campaign development.
o Strategies for integrating SEM efforts with the college’s broader marketing and communications initiatives.
o Develop and implement tailored, data-informed SEM strategies that support both enrollment growth and community engagement.
• Provide a detailed description of the digital advertising platforms and management tools your agency utilizes to plan, execute, and optimize SEM campaigns. this should include, but is not limited to:
o Search engine platforms such as google ads, Bing ads, meta, LinkedIn, YouTube, Hulu, etc., and others, if applicable.
o Tools for campaign management, keyword research, ad copy testing, and bid strategy optimization.
o Platforms used for conversion tracking, lead attribution, and audience behavior analysis.
o Tools for dashboard reporting and real-time performance monitoring (e.g., google looker studio, tableau, custom-built dashboards).
o Any automation or ai-based tools used to improve campaign efficiency, such as automated bidding, ad personalization, or performance forecasting.
- Contract Period/Term: 2 years
- Questions/Inquires Deadline: July 18, 2025