In a recent webinar put on by one of our partners, the moderator opened the session by saying, “Don’t let anyone try to fool you; pay-per-click (PPC) is hard.” One could hear a collective sigh of relief from participants.

The truth is, managing PPC campaigns, especially for a variety of subjects, is challenging. It requires weekly, preferably daily, attention and adjustments. It requires keeping up on trends and new services. As competition for ad space increases, so do the challenges.

It’s hard to believe that the early models of PPC campaigns were introduced 15 years ago. Since that time, the dynamic nature of these campaigns has taken advertisers on many twists and turns. Pricing models have changed, too.

If you think all of this history makes PPC a “mature” advertising method, you’d be surprised to learn that the changes continue and sometimes at a rapid pace. Each year, the PPC pundits make their predictions for next year’s trends. Some of these are spot on; others miss the mark. In general, generalities (how’s that for redundancy?) don’t always apply to every type of PPC campaign. Blindly following the predictions can lead to wasted money and disappointing results.

Higher education, as you know, is different from businesses that sell widgets. Research tells us the Internet is an important tool in helping students decide which college or university to attend. But, we also know students rarely submit a form on a first visit. So, how do we get prospective students to submit a form to a client for follow-through and eventual application to that institution?

There’s no magic wand to wave, but as we specialize in serving higher education clients, we see a number of trends either on the horizon or in the making for 2016.

We’re going to present some of these ideas in a webinar on August 4 at 2:30 p.m. EDT. We hope you’ll join us and bring your questions for “Which Way to the Conversion?

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