ProposalforGoogleAdsPPCCampaign-AnnyLove.pdf

Google Ads PPC Campaign Pitch

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Proposal for Google Ads PPC Campaign: Full Sail University



Anny Serafina Love
Full Sail University
Project and Portfolio V – Online
Vidal Fonseca
2025, April 27

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Table of Contents
Abstract ................................................................................................. 3
Company Overview ................................................................................. 3
Target Audience..................................................................................... 4
Primary Goals ......................................................................................... 5
Market and Competitor Research ........................................................... 6
SWOT Analysis ....................................................................................... 9
Marketing Opportunities ........................................................................ 9
Why Full Sail Needs PPC ...................................................................... 12
Establishing Key Performance Indicators (KPIs) ................................... 16
Campaign Plan and Budget ................................................................... 17
1. Campaign Structure and Budget Allocation ...........................................................18
2. Ad Copy and Landing Page Optimization ..............................................................20
3. Bidding Strategy ...................................................................................................21
4. Targeting Strategy.................................................................................................22
5. Campaign Formats and Distribution .....................................................................23
6. Budget Justification ..............................................................................................24
7. Campaign Timeline ...............................................................................................26
Projected ROI and Benefits .................................................................. 26
Evaluation and Optimization Plan........................................................ 28
Conclusion ........................................................................................... 30
References ........................................................................................... 30
Appendix .............................................................................................. 32

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Abstract
Full Sail University, a leader in creative and tech-driven education, seeks
to strengthen its recruitment strategy through a targeted Pay-Per-Click (PPC)
advertising campaign. By employing a multi-channel approach, the campaign
aims to drive qualified leads, boost enrollment rates, and solidify Full Sail’s
position as a premier institution for accelerated, industry-relevant programs.
Leveraging platforms like Google Ads, the Google Display Network, and
YouTube Video Ads, the campaign will maximize reach and engagement while
incorporating transparent financial messaging. With expanded keyword
targeting, the campaign will address the increasing demand for flexible, career-
focused education. Supported by a dedicated budget and clear objectives, this
PPC initiative is poised to enhance Full Sail’s visibility and accelerate its growth
in the competitive higher education landscape.

Company Overview
Full Sail University, located in Winter Park, Florida, is a private
institution offering specialized degrees in entertainment, media, arts, and
technology. Known for its accelerated programs and flexible online options, Full
Sail serves career-driven individuals seeking practical, industry-aligned
education. The university’s strong industry partnerships and successful
alumni network underscore its commitment to delivering real-world skills that
meet the needs of today’s creative and tech-driven job markets. Full Sail’s focus

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on flexible, fast-paced education has made it a preferred destination for
students looking to fast-track their careers.
Target Audience

Full Sail’s audience is diverse, yet unified by a common desire for fast,
flexible, career-oriented education. The core segments include recent high
school graduates (ages 18-24) pursuing creative careers, career changers (ages
25-40) seeking quick degree options, adult learners (ages 30-50) needing
schedule flexibility, and tech-savvy individuals (ages 18-40) motivated by
hands-on, industry-driven education. Each segment values accelerated
timelines, online learning options, and clear pathways to career success,
making Full Sail’s offerings uniquely attractive.

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Primary Goals
The primary objectives of this PPC campaign are threefold. First, to
generate qualified leads by capturing interest in online and accelerated
programs. Second, to convert those leads into enrolled students, thereby
driving sustainable enrollment growth. Third, to position Full Sail University
as the premier destination for students seeking fast, flexible, and
industry-relevant education. Achieving these goals will require precise
targeting, persuasive messaging, and continuous campaign optimization.

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Market and Competitor Research
Understanding the competitive landscape is critical to strategic
positioning. According to SpyFu, compared to Academy of Art University and
Art Institutes, Full Sail University holds significant advantages in organic
traffic, paid ads effectiveness, SEO authority, and social media engagement.
While Academy of Art emphasizes traditional fine arts and Art Institutes
highlight affordability, Full Sail dominates in entertainment, tech, and media
niches—fields experiencing rapid growth (SpyFu, 2025).
COMPETITOR ANALYSIS
Metric
Academy of Art
University
Art Institutes Full Sail University
Organic SEO
Traffic
Moderate Lower High
Paid Search
Visibility (PPC)
Moderate to High Low High
Top Performing
SEO Keywords
"Art school online,"
"Animation degree," "San
Francisco art school"
"Culinary arts schools,"
"Art colleges near me" (but
less dominant)
"Game design degree,"
"Entertainment business degree,"
"Music production school"
Domain
Authority (DA)
Strong (due to age,
reputation)
Weakened (brand
contraction hurt them)
Very strong (growing fast through
digital content)
Backlink
Strategy
Academic links, art
industry sites, press
features
Older backlinks, fewer
fresh links
Constant new backlinks from media,
tech blogs, partnerships
Social Media
Engagement
Medium (visual posts,
alumni highlights)
Low to medium (depends
by location)
High (targeted, career-driven, video-
heavy posts)
Content
Marketing
Good but static (mostly
program pages)
Weak (limited fresh
content)
Excellent (blog, career tips, alumni
success videos)
PPC Ad Strength
Career programs, portfolio
showcases
Financial aid promos,
general art school appeal
Career launch focus, tech and gaming
angles, heavy remarketing
Strengths in Data
Trusted brand, high-end
programs, strong legacy
Cost-friendly message,
multi-discipline offerings
Fast-track programs, strong SEO,
high tech/entertainment industry
relevance
Weaknesses in
Data
Slower digital content
growth compared to Full
Sail
Fewer backlinks, lower
SEO traffic, reputation
concerns
May alienate non-entertainment-
focused students

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Full Sail University's PPC advertising strategy, as of April 2025, focuses
heavily on leveraging digital channels, specifically Google Ads and the Google
Ads Network, to reach prospective students and guide them through the
enrollment process. According to a report from Instapage (2025), Full Sail
strategically aligns its Google Ads campaigns with specific academic programs,
targeting high-intent keywords such as “sportscasting degree” and “digital
marketing degree.” These targeted campaigns allow the institution to connect
directly with users who are actively searching for educational opportunities
that align with their interests. By tailoring the ads to highlight key program
benefits—such as accelerated timelines, industry partnerships, and career
opportunities—Full Sail ensures that its messaging resonates with the specific
needs of each audience. This targeted approach drives traffic to program-
specific landing pages that emphasize the unique advantages of each program,
improving both engagement and conversion rates (Instapage, 2025).
Furthermore, Full Sail employs the Google Display Network (GDN) to
extend the reach of its PPC strategy. The GDN allows Full Sail to retarget
prospective students who have previously interacted with its website or ads,
reinforcing the program’s key benefits through display ads. These retargeted
ads are designed to keep Full Sail top-of-mind for users who have shown
interest but have not yet converted. By visually engaging users and directing
them back to the landing pages, Full Sail can nurture leads and encourage
further actions, such as applying for admission or requesting more information
(Instapage, 2025). This method of retargeting plays a crucial role in guiding

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prospects through the decision-making process, ensuring that they stay
engaged with the university’s offerings.
Full Sail’s PPC advertising strategy is highly effective because it combines
targeted search ads with the broad reach of display ads, creating a cohesive
digital marketing funnel. By utilizing Google Ads and the Google Display
Network, Full Sail can maintain a continuous presence across multiple
platforms, ensuring that potential students are consistently exposed to the
university’s offerings. This multi-channel approach is essential for maximizing
brand visibility and driving conversions, as it addresses prospective students at
various touchpoints throughout their journey.

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SWOT Analysis
A SWOT Analysis
provides a comprehensive
view of internal strengths
and weaknesses, as well
as external opportunities
and threats.

Strengths include accelerated programs, fully online options, strong
creative industry brand recognition, and a real-world, career-focused
curriculum. Weaknesses involve higher tuition compared to public institutions
and limited reach beyond creative and tech-oriented audiences. Opportunities
arise from growing demand for flexible, career-ready education, especially
among non-traditional and military-affiliated students. Threats include
intensifying competition from large online universities and increasing price
sensitivity among prospective students.
Conclusively, Full Sail’s ability to emphasize speed, flexibility, and career
outcomes—areas where traditional institutions struggle—positions it for
continued growth.

Marketing Opportunities

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Building on its existing strengths, Full Sail University has several
marketing opportunities to further enhance its PPC strategy and increase its
market share in the higher education space. One significant opportunity is to
expand its keyword targeting to include broader search terms such as “online
degrees” or “career-focused degrees.” By targeting these types of keywords, Full
Sail can reach a larger audience of prospective students who may not yet be
familiar with the university
but are actively searching
for relevant educational
opportunities. These new
keyword spaces can
capture students who are
exploring a range of career
development options but
might be drawn to Full
Sail’s career-oriented, flexible, and accelerated learning paths. This expansion
of keyword targeting would allow Full Sail to engage a wider audience and
increase its visibility among prospective students who may be considering
other educational options (Instapage, 2025).
Additionally, Full Sail has an opportunity to address concerns about
affordability by incorporating clearer messaging about tuition and available
financial aid options. A transparent breakdown of costs, as well as information
about financial support, would help alleviate concerns regarding the financial
commitment required for higher education. Given that affordability is often a

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major consideration for prospective students, especially those from non-
traditional backgrounds, this transparency could significantly improve trust
and increase conversion rates. Full Sail’s reputation as an institution that
understands and supports students’ financial needs could be strengthened by
offering clear, accessible financial information upfront (Instapage, 2025).
Another key marketing opportunity lies in Full Sail’s ability to specialize
in creative and technology-driven industries. Full Sail’s focus on providing
accelerated programs, hands-on education, and industry connections positions
it as a top choice for students seeking to launch careers quickly in fields such
as entertainment, media, arts, and technology. By emphasizing these key
differentiators in its PPC campaigns, Full Sail can further differentiate itself
from larger generalist universities that offer more traditional degree programs.
Highlighting accelerated graduation timelines, real-world skills acquisition, and
the university’s strong industry partnerships can resonate strongly with
prospective students who want to gain industry-relevant skills in a shorter
amount of time. Additionally, showcasing real-world success stories of alumni
and providing transparent Return on Investment (ROI) metrics would further
reinforce Full Sail’s value proposition and emphasize the tangible benefits of its
programs (SpyFu, 2025).
Lastly, promoting flexible learning pathways, such as fully online or
hybrid learning options, would make Full Sail even more appealing to a wider
audience. The growing demand for flexible, career-focused education presents a
unique opportunity for Full Sail to attract adult learners, working

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professionals, and others seeking education that accommodates their busy
schedules. Offering detailed information about flexible learning options in PPC
ads would highlight Full Sail’s ability to meet the needs of students who
require educational formats that suit their life circumstances.
Overall, Full Sail University’s PPC advertising strategy is well-targeted
and effective. However, expanding its keyword targeting to include broader
search terms, offering greater transparency about program costs and financial
aid, and continuing to emphasize its specialization in creative and technology
industries can further strengthen its position in the competitive higher
education market. By refining these elements, Full Sail can attract a broader
audience, improve conversion rates, and solidify its reputation as the premier
destination for students seeking fast, flexible, and career-relevant education.



Why Full Sail Needs PPC
Full Sail University’s focus on delivering fast, flexible, and career-
oriented education in creative and technology-driven industries makes a
powerful case for the necessity of a robust PPC (pay-per-click) advertising
strategy. As competition in the higher education space intensifies, especially

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within specialized fields like media, entertainment, and technology, having a
strong online presence through PPC campaigns is crucial for several reasons.
First, PPC advertising allows Full Sail to target highly specific keywords
that align with its specialized programs. By using paid search strategies, Full
Sail can ensure that its programs are visible to prospective students actively
searching for career-focused education in fields like sportscasting, digital
marketing, and game design. The ability to target high-intent search queries
means that Full Sail can reach students who are already interested in these
types of programs, significantly improving the chances of converting them into
applicants (Instapage, 2025). Without a strategic PPC presence, Full Sail risks
missing out on these high-quality leads who are actively looking for educational
options.

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Second, the digital landscape is increasingly competitive, and many
prospective students begin their search for education online. Full Sail’s reliance
on search engines like Google ensures that the university remains visible to
potential students when they are conducting research or exploring educational
opportunities. PPC allows Full Sail to appear at the top of search results for
relevant queries, ensuring maximum visibility during a crucial decision-making
phase. Given the highly competitive nature of digital advertising, investing in
PPC is essential for maintaining a competitive edge over other institutions that
are also vying for the attention of prospective students.

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Additionally, Full Sail’s specialized offerings in creative fields require
continuous engagement with prospective students. By integrating Google Ads
with the Google Display Network, Full Sail can retarget individuals who have
previously interacted with its website or ads but have not yet enrolled. This
retargeting strategy plays a key role in keeping Full Sail top-of-mind and
nurturing leads through the decision-making process. As these prospects are
reminded of the unique benefits Full Sail offers, they are more likely to move
forward with applications, increasing the institution's conversion rates
(Instapage, 2025).
Finally, given the growing trend of online education and the rising
demand for flexible learning options, Full Sail’s PPC strategy is an essential tool
for expanding its reach and maintaining relevance in the digital space. The
ability to tailor ads for specific programs, highlight accelerated graduation
timelines, and provide detailed information about financial aid and tuition
costs makes PPC an invaluable method for attracting a diverse range of
prospective students—from recent high school graduates to working adults
looking to shift careers. By ensuring that Full Sail’s programs are easy to find
and highly relevant to students’ educational and career goals, PPC is a vital
component of the university’s marketing efforts and long-term growth strategy.
To summarize, Full Sail University needs PPC to ensure that its
specialized programs continue to attract qualified prospective students,
maintain visibility in a crowded digital space, and stay competitive in an ever-
evolving educational market. Through precise targeting, strategic messaging,

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and continuous engagement with potential leads, PPC advertising is a critical
tool for helping Full Sail achieve its marketing objectives and drive sustained
enrollment growth.
Establishing Key Performance Indicators (KPIs)
Key Performance
Indicators (KPIs) are
essential tools for
measuring the success of
marketing campaigns,
providing a clear
framework for tracking
and optimizing
performance (Doran,
1981). According to Doran (1981), KPIs are instrumental in ensuring that
objectives are met by measuring specific outcomes over time. Full Sail
University can leverage KPIs to assess the effectiveness of its PPC
campaign by setting SMART (Specific, Measurable, Achievable, Relevant,
and Time-bound) goals. The following SMART goals are designed to
ensure Full Sail’s campaign remains focused and measurable:
1. Qualified Leads Goal: By the end of Q3 2025, increase the number of qualified
leads for accelerated and online degree programs by 15% compared to the
previous quarter.

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2. Application Submissions Goal: By the end of Q3 2025, increase application
submissions by 10% through optimized ad targeting and compelling landing
pages.
3. Enrollment Rates Goal: By the end of Q3 2025, improve lead-to-enrollment
conversions by 12% through refined ad messaging and landing page
optimizations.
4. Cost per Lead (CPL) Goal: Throughout Q3 2025, maintain a cost per lead
(CPL) of less than $70 while generating high-quality leads.
These goals are in line with the SMART framework, which is widely
recognized for its ability to ensure that each target is specific, measurable,
achievable, relevant, and time-bound, as emphasized by Lock (2020). Lock
(2020) notes that the SMART goal framework is an effective approach for
enhancing project success by making goals more precise and actionable. By
setting and monitoring these clear metrics, Full Sail can ensure its marketing
investments drive tangible, measurable outcomes, enabling continuous
improvement in its campaign performance.


Campaign Plan and Budget
To effectively reach Full Sail University’s target audience and achieve
campaign success, the PPC strategy will adopt a comprehensive, multi-format

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approach. This will ensure that Full Sail’s messaging reaches prospective
students across various platforms, capturing attention and driving
engagement. The strategy will combine Search Ads, Display Ads, and
YouTube Video Ads to target high-intent individuals, engage them visually,
and share compelling success stories that showcase the benefits of Full Sail's
programs.
To effectively utilize the list of keywords this PPC campaign, it's essential
to develop a detailed plan with clear strategies for budget allocation,
optimization, targeting, and performance tracking. Below is a structured plan
with the chart integrated into different key areas:
1. Campaign Structure and Budget Allocation
Objective: Organize campaigns and allocate budget based on keyword
competitiveness, search volume, and conversion potential.

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BUDGETING BY KEYWORD SEARCH VOLUME
(See Appendix A for detailed keyword search data.)
Category
High-Volume
Keywords
Mid-Volume Keywords
Low-Volume
Keywords
Keywords
Marketing degree,
Game design degree,
Marketing major
Game design programs,
Animation degree, Game
design certification
Online marketing
programs, Game
design classes
Search Volume 50,000+ 5,000-15,000 1,000-3,000
Competition
Level
High Medium Low
Suggested
Budget Split
50-60% 25-35% 10-15%

• High-Volume Keywords (50-60% of budget): Target broad terms like
marketing degree and game design degree. These keywords have high
competition but also substantial traffic. Invest heavily here but monitor
CPC closely to avoid overspending.
• Mid-Volume Keywords (25-35% of budget): Allocate a moderate budget
to terms like game design programs and animation degree. These
keywords offer a balance of traffic and competition, making them ideal
for testing and optimization.
• Low-Volume Keywords (10-15% of budget): Target niche terms like
game design classes and online marketing programs. Although these have
lower search volume, they are less competitive, and the cost-per-click is
likely to be lower. They provide an opportunity for cost-efficient
conversions.

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2. Ad Copy and Landing Page Optimization
Objective: Craft compelling ads and align landing pages with user intent to
drive conversions.
• Ad Copy Focus:
o Headline: Use keywords directly in the ad headline (e.g., Pursue a
Marketing Degree Online or Learn Game Design with Our Accredited
Degree Program).
o Description: Highlight benefits, such as flexibility, industry
recognition, or career outcomes. Include calls-to-action like Apply
Now, Get Started, or Learn More.
o Extensions: Use ad extensions like sitelinks to promote different
degree programs, certification paths, or courses. Add callout
extensions like Accredited Programs or Top-Ranked Courses.
• Landing Page Optimization:
o Ensure the landing page matches the user’s search intent. If the
keyword is related to a marketing degree, the landing page should
emphasize details about the program, career opportunities, and
testimonials from past students.
o Include a clear lead capture form (e.g., "Request More Info" or
"Apply Now") and ensure that the landing page is mobile-optimized.
o Use visuals, like program previews or success stories, to engage
visitors.

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3. Bidding Strategy
Objective: Choose a bidding strategy that balances cost-efficiency with
achieving desired results.
• Initial Strategy: Start
with Target CPA (Cost Per
Acquisition) to help control
cost-per-conversion from the
beginning. This works well for
educational and professional
services where you’re
optimizing for leads.
• Campaigns with Higher Competition (e.g., marketing degree, game
design degree): Use Manual CPC Bidding or Enhanced CPC to allow
more control over cost-per-click while optimizing for conversions.
Increase bids on high-performing keywords that are generating valuable
clicks.
• Campaigns with Lower Competition (e.g., game design classes): Use
Maximize Conversions to take advantage of lower cost clicks while still
focusing on conversions.
• Campaign Testing: Allocate around 20% of the budget toward A/B
testing (testing new keywords, ad copy, and bidding strategies). Use this
testing phase to identify which ads and keywords perform best.

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4. Targeting Strategy
Objective: Focus on location, demographics, devices, and audience targeting to
maximize ROI.
• Geolocation Targeting:
o Focus on geotargeting for specific areas with high potential
candidates.
o Use location-based bidding adjustments (e.g., increase bids for
users in metropolitan areas with high education demands like
cities with tech hubs or universities).
• Device Targeting:
o Mobile-First: As most users search for educational programs on
mobile, ensure ads and landing pages are optimized for mobile
devices. Consider allocating more of the budget to mobile targeting.
o Desktop: Monitor desktop performance for users who might
engage with more detailed program content.
• Demographic Targeting:
o Age Group: Focus on users aged 18-50, who are typically looking
for degrees or programs.
o Parental Status: Target users who might be parents and
considering a return to school or career development.
• Remarketing:

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o Implement remarketing for users who clicked but didn’t convert.
Create tailored ad copies offering more details, success stories, or
testimonials.
5. Campaign Formats and
Distribution
• Search Ads: Targeting high-intent
keywords like to capture
individuals actively searching for
career-focused educational
options.
• Display Ads: Visually appealing
banners designed to
communicate Full Sail’s
strengths—such as flexibility,
speed, and tangible career outcomes. These ads will be strategically
placed across the web to generate awareness and remind users of Full
Sail’s unique offerings.
• YouTube Video Ads: Short, engaging success stories from alumni will
serve as powerful testimonials, demonstrating the real-world value of Full
Sail’s education and the speed at which students can transition into
successful careers.

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The targeting strategy will focus on individuals aged 18–50, residing in
urban and suburban areas, and include key behavioral segments such as
career changers and military-affiliated individuals. The selected keywords—
“accelerated degrees,” “flexible learning universities,” “online tech degrees,” and
“graduate faster programs”—align with Full Sail’s core offerings, making them
highly relevant to prospective students.
Currently, Full Sail University is estimated to invest approximately
$1,926,000 per month on Google Ads campaigns (Source: SpyFu). As part of a
new, cost-effective strategy, we propose reducing this budget to $1,000,000 per
month—without compromising reach, visibility, or campaign effectiveness. This
bold shift is not just about cutting costs; it's about evolving smarter. To ensure
Full Sail maintains its competitive edge in the higher education market, the
$1,000,000 investment will be fortified by a $10,000 monthly management fee.
This management fee will fuel daily campaign optimization, creative innovation,
strategic oversight, and proactive adjustments—ensuring the campaigns
remain agile, effective, and ahead of market trends. This comprehensive
approach ensures Full Sail can continuously refine its efforts, boost ad
performance, and drive sustainable long-term success in a rapidly shifting
digital landscape.
6. Budget Justification
The online education sector is increasingly competitive, with institutions
like Academy of Art University and the Art Institutes consistently battling
for top-of-funnel visibility. A strong $1,000,000 monthly budget empowers

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Full Sail to dominate Google search results across key degree programs,
expand reach across Google, YouTube, and social platforms, retarget high-
intent audiences, and nurture them through the enrollment funnel. It also
enables aggressive testing and optimization of creative assets for higher
engagement and conversions.
Audience segmentation and real-time optimization ensure that every dollar
spent connects precisely with the highest-quality prospects. The investment
covers multi-platform advertising (Google Search, Display, YouTube, and
retargeting), robust creative testing to identify winning ads quickly, and
dynamic optimization using real-time analytics to continually lower cost-per-
lead (CPL) and maximize ROI.
The $10,000 management fee ensures top-tier strategic development, daily
campaign execution, in-depth performance analysis, and agile problem-solving.
This includes strategic consultations, bid management and budget pacing, A/B
testing of creative assets, landing pages, and ad variations, creative refreshes to
prevent ad fatigue, customized reporting and insights, and the ability to launch
new programs or seasonal promotions quickly and effectively.

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7. Campaign Timeline
• Month 1: Finalize
audience/keyword
research; develop ad
creatives.
• Month 2: Launch
campaigns; initiate A/B
testing; optimize early
performance.
• Month 3 onward: Continuously optimize based on data; scale winning
strategies; deliver monthly performance reporting.
Projected ROI and Benefits
Investing in a Google Ads PPC campaign for Full Sail University is
projected to yield a substantial return on investment (ROI), in line with
industry benchmarks for online advertising effectiveness. As noted by
Enhencer (2024), the average ROI for Google Ads across various industries is
approximately 200%. This means that, on average,
businesses generate $2 in revenue for every $1 spent
on PPC advertising. For an educational institution
like Full Sail, this ROI is particularly significant, as
it implies that a well-targeted PPC campaign has the
potential to generate substantial revenue from

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prospective students. These prospective students are highly engaged in
researching their academic options online, making them more likely to convert
once they click on an ad. With a focused approach, Full Sail could see even
higher returns, especially by targeting high-intent keywords related to their
specialized programs.
• Enhanced Visibility: Google Ads PPC campaigns quickly boost Full Sail
University’s presence for high-intent search terms like "accelerated
degree programs online," helping capture prospective students before
competitors and strengthening brand awareness in the online education
space.
• Targeted Reach: Full Sail can precisely target key demographics—such
as career changers, military-affiliated individuals, and urban
professionals aged 18–45—ensuring ad spend reaches those most likely
to enroll, driving better engagement and campaign efficiency.
• Cost-Effectiveness: With the pay-per-click model, Full Sail only pays for
actual engagement. By setting strategic keyword bids and adjusting
based on performance, they can maximize every advertising dollar and
attract high-quality leads over time.
• Measurable Outcomes: Real-time tracking tools allow Full Sail to
monitor clicks, conversions, and cost per acquisition, enabling agile
campaign adjustments. By doubling down on top-performing keywords
and audiences, Full Sail can continually improve ROI and long-term
growth.

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Incorporating these strategies into the proposed $1,000,000 monthly ad
spend, along with a $10,000 management fee, will not only help Full Sail
maintain its competitive edge but also drive significant enrollment growth. The
potential for higher visibility, increased targeted reach, and measurable
outcomes makes this investment a powerful tool in Full Sail’s marketing
arsenal. By strategically managing the PPC campaign, Full Sail can generate
increased brand recognition, attract highly qualified students, and ultimately
enhance its position within the competitive higher education sector.
Evaluation and Optimization Plan
Continuous optimization is essential for the success of any Pay-Per-Click
(PPC) campaign. This campaign will be monitored regularly to ensure its
performance remains aligned with Full Sail University's goals. Weekly checks
will focus on adjusting bids, refining targeting, and performing A/B testing to
optimize messaging and creatives. Monthly performance reports will track key
performance indicators (KPIs) such as cost per lead (CPL), qualified leads,
application submissions, and enrollment conversion rates. Based on these
insights, budget allocations will be adjusted, with high-performing segments
receiving increased funding, while underperforming assets will be paused or
revised.

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Regular Optimization:
• Pause Underperforming Keywords: If certain keywords are not
converting or have a high cost per conversion, pause them to allocate the
budget toward higher-performing ones.
• Adjust Bids: Increase bids for keywords with higher conversion rates
and lower CPCs. Decrease bids for underperforming ones.
• Refine Targeting: Use insights from the initial campaign performance to
refine location, demographics, and device targeting.
Reporting and Analytics
Objective: Regularly assess campaign performance and use insights to make
informed decisions.
• Weekly/Monthly Reports:
o Track performance against goals. Adjust budget and bids based on
performance metrics like CTR (click-through rate), CPC (cost per
click), conversion rates, and ROAS (return on advertising).
o Generate a monthly report for senior stakeholders that includes
insights on keyword performance, campaign effectiveness, and
future optimizations.
• Adjust for Seasonal Trends:
o Monitor industry trends, especially during the back-to-school
season or enrollment periods and adjust keyword targeting
accordingly.

30. PROPOSAL FOR GOOGLE ADS PPC CAMPAIGN

30
Conclusion
Full Sail University’s revitalized PPC strategy is more than a marketing
plan — it’s a bold investment in the future. By aligning SMART goals with
cutting-edge ad formats, real-time optimization, and clear performance metrics,
Full Sail is positioned to ignite meaningful engagement, drive qualified
enrollment growth, and amplify its leadership in the competitive online
education space. This dynamic, data-driven approach ensures that every
advertising dollar works harder and smarter — reaching high-intent
prospective students with precision, guiding them through a seamless
enrollment journey, and building lasting brand loyalty. By continuously
refining strategies based on actionable insights, Full Sail will not only meet
today’s challenges but also shape tomorrow’s opportunities. In a digital
landscape where agility, authenticity, and innovation set the pace, Full Sail’s
PPC evolution is a decisive step toward long-term success — empowering the
next generation of creative professionals and solidifying the university’s
reputation as a pioneer in modern education.
My assignment (or portion of this assignment) was generated with the assistance
of ChatGPT. I have reviewed, fact-checked, and edited the content to ensure
accuracy and alignment with course objectives.
References
Doran, G. T. (1981). There's a SMART way to write management's goals and
objectives. Management Review, 70(11), 35-36. Retrieved from

31. PROPOSAL FOR GOOGLE ADS PPC CAMPAIGN

31
https://www.researchgate.net/publication/230595710_There's_a_SMAR
T_way_to_write_management's_goals_and_objectives
Google Keyword Planner. (2025). Keyword Research for Online and Accelerated
Education Programs. Retrieved from
https://ads.google.com/home/tools/keyword-planner/
Instapage. (2025). See how Full Sail University increases student enrollment
with post-click experiences. Retrieved from
https://instapage.com/blog/full-sail-university-post-click-
experiences/?utm_source=chatgpt.com
iSpot.tv. (2025). Full Sail University TV commercials. Retrieved from
https://www.ispot.tv/brands/oCj/full-sail-
university?utm_source=chatgpt.com
Lock, D. (2020). Project management (10th ed.). Gower Publishing.
https://books.google.com/books/about/Project_Management.html?id=9
b3XCQAAQBAJ
Napkin AI - The visual AI for business storytelling. (n.d.). Napkin AI.
https://napkin.ai/
SpyFu. (2025). Competitive Insights on Online Education Advertising. Retrieved
from https://www.spyfu.com

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Wordstream. (2024). Google Ads Benchmarks for Education Industry. Retrieved
from https://www.wordstream.com/blog/ws/2024/01/15/google -ads-
benchmarks


















Appendix

Appendix A: Keyword Search Data on Google Keyword Planner

33. PROPOSAL FOR GOOGLE ADS PPC CAMPAIGN

33
Keyword
Avg.
Monthly
Searches
Competition
Top of
Page Bid
(Low
Range)
Top of
Page Bid
(High
Range)
Three
Month
Change
YoY
Change
game design
degree
5000 Low (31) 4.31 22.71 0% 0%
animation
degree
5000 Low (26) 4.87 17.39 0% 0%
game design
classes
5000 Low (26) 3.54 15.77 0% 0%
game design
programs
500 Low (23) 4.79 20.41 0% 0%
game
programmer
degree
500 Low (28) 4.85 23.09 0% 0%
game design
schools online
5000 Low (14) 13.73 62.13 0% 0%
bachelor of
marketing
5000 Low (19) 9.91 35.72 0% 0%
online tech
degrees
5000 Low (18) 10.28 55.00 0% 900%
online game
development
degree
500 Low (31) 10.28 55.82 0% 0%
online business
and marketing
degree
500 Low (23) 26.24 79.33 0% 0%
online marketing
programs
500 Low (15) 15.56 60.00 0% 900%
online marketing
master degree
5000 Low (16) 20.64 61.58 0% 0%
online game
design degree
500 Low (23) 4.79 20.41 0% 0%
marketing
degree
50000 Medium (51) 8.00 30.94 0% 0%
marketing
schools online
500 Low (12) 20.64 60.00 900% 900%
best online
universities
5000 Medium (35) 7.77 38.53 0% 0%
marketing
certificate
programs online
500 Low (19) 8.67 23.58 0% 0%
marketing
masters
programs near
me
50 Medium (48) 21.61 40.00 0% 0%

34. PROPOSAL FOR GOOGLE ADS PPC CAMPAIGN

34
Keyword
Avg.
Monthly
Searches
Competition
Top of
Page Bid
(Low
Range)
Top of
Page Bid
(High
Range)
Three
Month
Change
YoY
Change
masters in
marketing
50000 Medium (39) 10.94 37.89 0% 0%
best online
teaching degrees
500 Medium (41) 14.67 57.74 0% 0%
best online
music schools
50 Low (31) 7.80 33.47 0% 0%
audio
engineering
schools
5000 Medium (45) 4.79 26.11 0% 0%
music
production
schools online
5000 Medium (47) 6.02 40.51 0% 0%
masters in social
media marketing
500 Medium (51) 12.63 52.16 0% 0%
online marketing
programs
500 Low (15) 15.56 60.00 0% 900%
game design
classes near me
5000 Low (26) 3.54 15.77 0% 0%
best online
graduate
programs
5000 Low (18) 6.45 28.50 900% 900%
audio
engineering
courses online
500 Medium (59) 7.02 32.68 -90% 0%
best online
programs for
cyber security
50 High (79) 10.14 85.87 0% 0%
best online
digital
marketing
degree
50 Medium (65) 12.03 54.73 0% 0%
best online
bachelor
business
programs
50 Medium (52) 16.34 50.07 0% 0%
best online it
degree
50 Low (21) 14.11 60.00 0% 0%