Paid Search Strategy

Paid search is the staple in lead generation strategies to position our ad at or near the top of the search engine results page (SERP).

Occupational therapy paid search ad

In this example, occupational therapy is an academic program where there is a lead-generation strategy in place.

This particular Google paid search ad includes several “extensions/assets” that cause the ad to take up more SERP real estate and drive more engagement. The image extension gives the ad a lot of visual appeal and is very attention-grabbing. Other extensions give additional functionality like the Sitelinks, Call, and Callouts.

The EdD leadership doctorate ad example below shows similar but different options. In both examples, it is important to note the prominence in position #1 on the SERP.