What was the scope of their involvement?
We work with them on our Google paid search and some retargeting, as well. We have about 20 different campaigns with them. For our purposes, a campaign correlates to a different program, like a master’s in humanities or a certificate in business, and within each campaign, there is a unique set of keywords, ad copy, and in some cases geotargeting. They help us create the strategy, manage the bidding, and keep toward our target cost per lead.
What is the team composition?
We’ve had the same account managers throughout the course of our relationship.
How did you come to work with HawkSEM?
When we first started working with them, it was on a test basis because we wanted to see results from their work on some of our campaigns compared directly with those same campaigns for our existing vendor. And HawkSEM far outperformed them, so that made me feel comfortable giving them the rest of our programs, as well. We fully transitioned our strategy to them. They also made suggestions for improvements to our landing pages and how we could optimize the language there so that it’s better aligned with the keywords and raise our quality scores to get us better results through Google.
What is the status of this engagement?
We began working together at the end of 2014, and it is still ongoing.