Digital Marketing Services

The Vendor is required to provide search engine marketing (SEM) services, specifically focused on Google Ads and other search-based advertising platforms.
- This includes paid search and pay-per-click (PPC) campaign setup, management, and reporting for the college's graduate programs (MBA, state Executive MBA, Master of Science (MS) in Sports Product Management, MS in Finance, MS in Management and Master of Accounting, as well as any future graduate program offerings).
- The services include services related to social media advertising, display networks outside of search platforms, or other no search-based digital marketing channels.
- Paid Search and Paid-per-Click (PPC) Audit and Strategy. Audit existing Google Ads search and display ad campaign content and conversion tracking configurations in Google Analytics and Google Tag Manager. Identify and resolve any discrepancies or redundancies in conversion data and develop a paid search execution and evaluation strategy, based on the market opportunities identified, advanced automated bidding rules (including AI-driven strategies, if applicable), and campaign forecasting. Approximate time to complete tasks: Four weeks after execution of an agreement.
- Digital Campaign Setup. Develop new and adapt current campaign structures to optimize campaigns to generate the highest return on investment (ROI), including structuring campaigns based on keyword, competitive bid research, and PPC analysis.
- Digital Campaign Monitoring, Optimization, and Management. Conduct daily ad campaign monitoring and optimization, including management of media spend, writing and optimizing digital marketing text copy, budget allocations, and tracking of digital campaigns and platforms. Guide campaign conversion tracking in Google Analytics and Google Tag Manager and update existing conversion tracking methods if necessary.
- Remarketing Strategy. Recommend remarketing campaigns through Google and other remarketing platforms to prospects who have visited core pages on the program's websites.
- Campaign Performance Reporting. Deliver a monthly campaign performance dashboard along with a monthly team call providing metrics (impressions, click-through-rate, search impression share, inquiries, and if available, applications started, applications completed, and enrollments) from digital campaigns, CPA analysis for all campaigns benchmarked against industry averages, and ongoing optimization and strategy recommendations.

- Contract Period/Term: 2 years