Status quo analysis: performance marketing

1. introductory phase

  • Initial meeting: Understanding the university’s current SEM goals and target groups.
  • Objectives and KPIs: Definition of specific goals and key performance indicators (KPIs), such as click-through rate (CTR), conversion rate, cost per acquisition (CPA).

2. data access and collection

  • Access to SEM accounts: Ensuring access to relevant accounts (e.g. Google Ads).
  • Data collection: Collection of historical data, including campaign performance, keyword effectiveness, budget distribution, etc.

3. performance analysis

  • Analysis of campaign performance: Evaluation of the effectiveness of existing campaigns with regard to defined goals and KPIs.
  • Keyword analysis: Examination of the keywords used in terms of performance, costs and relevance for the target group.
  • Budget analysis: Checking whether the budget is being used efficiently and whether the expenditure is achieving the desired results.

4. competition and market analysis

  • Industry benchmarks: comparison of performance with industry standards and competitors.
  • Market trends: Identification of current trends in SEM that could be relevant for the university.

5 Qualitative aspects

  • Ad design and copy: Evaluation of the quality and effectiveness of ad copy and design.
  • Landing page analysis: Checking the landing pages for user-friendliness, relevance and conversion potential.

6. development of recommendations

  • Strategic suggestions for improvement: Recommendations for adapting the overall strategy for SEM.
  • Tactical measures: Suggestions for concrete improvements in the areas of keyword selection, ad optimization, budget allocation, etc.

7. reporting and presentation

  • Preparation of a comprehensive report: documentation of the analysis results and the proposed measures.
  • Presentation of the results: Presentation of the analysis and recommendations to the university’s stakeholders.

8. future planning

  • Implementation strategy: Development of a plan to implement the recommendations.
  • Ongoing monitoring and adjustment: Indication of the need for continuous monitoring and regular adjustments.

Aspects to be considered

  • Target group orientation: Ensure that the SEM strategies are tailored to the specific needs and interests of the target group.
  • Sustainability and scalability: Development of strategies that are sustainable and scalable in the long term.
  • Compliance and ethics: Observing ethical standards and legal requirements in digital marketing.
  • Integration with other marketing channels: Coordination of SEM strategies with other marketing activities of the university.