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Table 2 Comparison of HBCUs to comparable institutions by desktop paid adwords, current as of January 2018

From: "Now you're competing": how historically-Black colleges and universities compete (and don't) on the Internet

Paid adword metrics: (desktop adwords, gain, cost)

  

Public, 4-year

HBCUs (n = 10)a

Peers (n = 29)

 Mean (standard deviation)

  Paid adwords

55 (221)

270 (465)

  Traffic gain (in hits, yearly)

4373 (21,183)

17,976 (25,316)

  Paid adwords cost (in dollars, yearly)

$1884 ($7930)

$5772 ($10,473)

Private, 4-year

HBCUs (n = 3)

Peers (n = 32)

 Mean (standard deviation)

  Paid adwords

55 (53)

445 (1645)

  Traffic gain (in hits, yearly)

4712 (6021)

11,952 (35,988)

  Paid adwords cost (in dollars, yearly)

$1594 ($2690)

$3991 ($10,542)

Public, 2-year

HBCUs (n = 4)

Peers (n = 4)

 Mean (standard deviation)

  Paid adwords

37 (65)

199 (213)

  Traffic gain (in hits, yearly)

13,179 (23,303)

13,212 (19,458)

  Paid adwords cost (in dollars, yearly)

$6389 ($11,073)

$3631 ($4027)

Private, 2-year (n = 1)b

  1. aNote: The University of the District of Columbia and Delaware State University were outliers in this study in terms of paid adwords and cost with 1100 and 874 paid adwords at costs of $5600 and $45,100 respectively. The #3 institution was West Virginia State with 65 paid adwords at a cost of $21,500
  2. bNote: Shorter College (HBCU) and Louisburg College did not purchase adwords in 2017