Search engine marketing has become far more competitive in the education space, making it increasingly difficult for a university to win at search. This is caused by a number of factors. First, cost per click use has risen by 15 percent across education related terms. Searches for traditional schools and MOOC’s have increased 10 percent over the past year and search for for-profit schools have decreased by 2 percent1. Fewer education lead generation agencies are able to deliver search leads as Google tends to reward direct advertisers, not intermediates.