In collaboration with the Knauss School of Business, I worked on a digital advertising and search engine marketing project focused on promoting the school’s Master’s programs in Accounting and Taxation. As part of the campaign, our team managed real Google Ads campaigns using a set advertising budget to develop and test keyword strategies, improve search visibility, and increase engagement with prospective graduate students.

My role involved conducting keyword research, analyzing SEO and search intent trends, building ad copy, evaluating campaign performance metrics, and making strategic recommendations based on real-time data. Using tools such as Google Ads, keyword planning research, and SEO analysis, we tested different targeting approaches to determine which keywords, messaging, and audience strategies generated the strongest results for impressions, click-through rates, conversions, and overall engagement.

Throughout the project, I helped analyze campaign performance data and contributed to recommendations for how the Knauss School of Business could continue optimizing its digital advertising strategy moving forward. This included recommendations related to keyword refinement, audience targeting, ad messaging, local search optimization, and long-term search visibility improvements.

This project is included in my portfolio because it gave me hands-on experience managing real advertising budgets, interpreting campaign analytics, and applying SEO and paid media strategy in a professional setting. It strengthened my understanding of performance marketing while allowing me to combine analytical thinking with strategic communication and digital consumer behavior.