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.