Case Study
Higher Education – A Degree of Success
GOALS
In 2013, a private college in North Carolina needed a multichannel marketing company to increase
qualified track, applications and interest in their college programs. The college needed to reach undergraduate, graduate and adult education students more effectively.
qualified track, applications and interest in their college programs. The college needed to reach undergraduate, graduate and adult education students more effectively.
SOLUTIONS
Created new search ad campaigns, relevant keywords and ad-expanding extensions.
Initiated a Google display campaign to run on relevant sites on the Google Display Network.
Initiated paid Facebook campaigns to promote specific posts, lead track directly to specific
landing pages and highlight compelling video with strong calls to action.
landing pages and highlight compelling video with strong calls to action.
Introduced a remarketing strategy to build a list of website visitors, segmented by interest, and then serve them targeted ads.
Initiated a YouTube video advertising campaign to highlight the campus experience, undergraduate programs, graduate programs and transfer options.
Created very targeted audience groups to fulfill the goals of each campaign initiative.
PATH TO RESULTS
Since 2013, we have worked closely with the client to drive qualified track to main programs, learning
sessions and the application sections.
sessions and the application sections.
Every month, we report on metrics from campaigns with highlights of successes and strategic recommendations to change lesser performing campaigns.
We kept the client informed about new ad formats, targeting methods, platforms and several campaign types. And we tested various messaging, images and formats to see what was bringing in the strongest, quality track.
Considering the high CPC of search keywords in the educational market, we have been able to use a mix of platforms and campaign types to deliver strong track that kept the college competitive in search but also utilized display, retargeting, Facebook and video advertising to reach a very targeted audience across multiple channels.
Because we have been able to lower the cost per click, we delivered more track for the variable budgets.
With ongoing optimization, we were able to drastically increase the CTR, which means we continually found
better ways to reach the college’s target audience.
better ways to reach the college’s target audience.
Every year, we were able to refine the messaging, targeting, and tactics with the client to provide the most effective campaigns. Since the launch of the initial campaign, Compass Media has reduced the average cost per click by 60% and increased average click through rates by 170%.
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