Table 3 Comparison of HBCUs to comparable institutions by mobile paid adwords, current as of January 2018

Paid adword metrics: (mobile adwords, gain, cost)
Public, 4-year	HBCUs (n = 8)^a	Peers (n = 22)
Mean (standard deviation)
Paid adwords	38 (69)	72 (68)
Traffic gain (in hits, yearly)	7726 (11,397)	26,868 (31,940)
Paid adwords cost (in dollars, yearly)	$2293 ($3409)	$8077 ($13,214)
Private, 4-year	HBCUs (n = 1)^b	Peers (n = 27)
Mean (standard deviation)
Paid adwords	2	185 (453)
Traffic gain (in hits, yearly)	13	21,889 (34,668)
Paid adwords cost (in dollars, yearly)	$1.00	$9140 ($12,580)
Public, 2-year	HBCUs (n = 3)^c	Peers (n = 4)^d
Mean (standard deviation)
Paid adwords	38 (53)	60 (50)
Traffic gain (in hits, yearly)	14,884 (22467)	50,433 (74,608)
Paid adwords cost (in dollars, yearly)	$11,822 ($19,644)	$11,239 ($10,559)
Private, 2-year (n = 1)^e

^aNote: The University of the District of Columbia was an outlier in this study in terms of paid adwords and cost with 207 paid adwords at a cost of $7500. The #2 institution was Delaware State University with 36 paid adwords at a cost of $2500
^bNote: Howard University was the only private, four-year HBCU to purchase adwords in 2017
^cNote: St. Philips College was an outlier in this study in terms of paid adwords and cost with 99 paid adwords at a cost of $34,500. The #2 institution was Coahoma Community College with 10 paid adwords at a cost of $36.00
^dNote: Moore Norman Technology Center was an outlier in this study in terms of traffic gain, as it paid for 76 mobile adwords and generated 160,800 yearly hits from those adwords. Comparatively, the University of Arkansas Community College at Morrilton paid for 123 mobile adwords and generated 30,000 yearly hits
^eNote: Shorter College (HBCU) and Louisburg College did not purchase adwords in 2017