Pay per Click Campaigns and Analytics Services

The Vendor is required to provide a strategic, data-driven digital marketing partner to manage and optimize its paid advertising and analytics efforts.
- This project supports those goals through advanced digital marketing management and analytics optimization.
- Department leads branding, advertising, and digital strategy to promote programs, drive enrollment, and enhance awareness of the college.
- Provide a tailored, high-touch approach to:
•    Develop and manage multi-channel advertising campaigns.
•    Maintain and enhance analytics tracking and reporting systems.
•    Optimize creative assets and landing pages for conversion.
•    Provide proactive consultation and performance insights to support continuous improvement.
- This engagement will operate under an ongoing monthly retainer-based model, emphasizing collaboration and flexibility. 
- The partner will function as an extension of the Aims marketing and web teams, providing both execution and strategic consultation.
- Aims values:
•    Proven expertise in higher education, digital marketing, and analytics.
•    A collaborative, responsive, and flexible working relationship.
•    Innovation and adaptability in campaign strategy and creative testing.
•    Accountability and transparency in performance reporting.
- Audit and Strategy Development
•    Conduct a comprehensive audit of existing Google Ads, Bing Ads, Google Tag Manager and Google Analytics configuration.
•    Evaluate current campaign structures, tracking accuracy and performance.
•    Deliver strategic recommendations for improvement, including structure, budget, and bidding, audience targeting and creative.
- Implementation and Optimization
•    Build, expand, and optimize campaigns in Google Ads (Search, Display, Performance Max) and Microsoft Ads (Bing)
•    Implement naming conventions and keyword structures aligned with Aims standards.
•    Configure GA4 and Tag Manager for full-funnel tracking across domains and subdomains.
•    Conduct A/B and multivariate ad tests across platforms and devices.
- Review and Continuous Improvement
•    Report on campaign performance with ROI and KPI analysis
•    Provide actionable insights for optimization and reallocation of budgets.
•    Conduct quarterly tracking and data validation audit.
•    Deliver recommendations for new strategies, technologies or platforms
- Collaboration and Communication
•    Meet monthly with the Aims marketing and web teams.
•    Use shared Google Drives, Miro boards for documentation, collaboration, and file management.
•    Provide regular written updates summarizing actions taken, current performance, and upcoming initiatives.
•    Respond to inquiries and requests within two business days.

- Questions/Inquires Deadline: December 16, 2025