Case Study: Pasco-Hernando State College Google Ads

Pasco-Hernando State College (PHSC) is a public college in Florida with campuses in Pasco and Hernando counties. It has additional campuses in Brooksville, Dade City, New Port Richey, Spring Hill, and Wesley Chapel. PHSC hired Pinstripe Marketing to promote their Rapid Credentialing Program, which offers courses to achieve certification in as little as 8 weeks. This career training and job placement program is a great way to assist community members who have lost work due to COVID-19, and those who want to earn higher wages or change careers. The school was offering a scholarship for these certification programs and there was a time limit on the funds, so we had to move quickly in order to allow students to take advantage of it. We fell in love with the program from the beginning, and were excited to help promote.

Discovery Meeting

Based on a discovery meeting and marketing plan, we decided to use Google Ads to drive more traffic to the website. Using a set of keywords that we developed based on the program and goals of the campaign, we created a landing page to collect potential student information. We performed more in-depth keyword research using the Google Keyword Planner to build out the keyword list and selected the keywords that best fit the ad groups. We then created a series of ad campaigns advertising the various certificates and courses.

Starting the Campaign

Two weeks later, we were extremely pleased with the results. The campaign took off with immense success. We started running the ads in mid-December, and by January they had several inquiries from the submission form on the landing page we created, and many of the classes were filling up by the end of January. For some of the programs, they began to have a waiting list, and the Dean in charge of the Rapid Credentialing Program was so busy she could barely take my calls. It was a great feeling to know that not only had we launched a successful Google Ads campaign, but that the community members who were looking to improve their lives were able to find the resources in order to do so.

Keywords Are Important

We have a recipe for Google Ads that places keywords at the foundation. We create our landing pages and ads based on these keywords, and adjust over time based on the analytics we receive from the Google Ads platform and anecdotal information from the client. The measurable results are a powerful tool. Not only do analytics let us know which ads and keywords are performing well, they allow us to adjust the budget towards more productive ads and keywords, pause or adjust underperforming ads, and find new key phrases that are relevant to the ads.

Google Ads are a very powerful advertising tool. Pinstripe Marketing can help you build a highly targeted Google Ads campaign to use your budget wisely and efficiently. Get in touch to discuss your digital advertising goals.