University of San Diego - SOLES

As part of my Digital Marketing course at the University of San Diego, I collaborated with a team to execute a semester-long project for the School of Leadership and Education Sciences (SOLES). With a $10,000 ad budget, we developed and implemented strategies to boost website traffic and drive meaningful engagement with their audience. My team met with the marketing the director of Marketing and Communications for SOLES for an initial and final meeting to shared the results.  This hands-on experience strengthened our skills in data analysis, strategic ad creation, and adaptive marketing, providing real-world insights into maximizing digital ad performance.

​

• Keyword Research: Conducted in-depth research to identify impactful keywords such as “education,” “universities,” and “scholarships,” which outperformed initial leadership-focused terms in driving impressions and clicks.

• Ad Copy Optimization: Created and refined Google Ads content, including compelling headlines, descriptions, and sitelink text, to increase engagement and attract potential students.

• Iterative Testing: Completed three rounds of campaign testing to analyze performance data and refine strategies, ensuring continuous improvement in ad effectiveness.

• Data-Driven Adjustments: Shifted the campaign focus from leadership-themed keywords to broader educational terms after reviewing data that showed better results in impressions and click-through rates.

• Performance Analysis: Monitored and evaluated campaign metrics, including impressions, clicks, CTR, and ad spend, to identify strengths and areas for improvement across each round.

• Geographic Targeting: Used data from San Diego-specific searches to refine targeting, resulting in higher engagement from local audiences.

• Results Achieved: Generated over 63,000 impressions and nearly 4,000 clicks throughout the campaign. Achieved the 2nd highest impressions and 3rd highest number of clicks in the class, with a total ad spend of $1,271.63.​​​​

​​

San Diego, California