Client: [Redacted] University
Industry: Education
Industry: Education
Introduction
ATRA was sought due to a data-driven approach and years of experience in higher education as to generate cost-effective leads for graduate level business programs and enroll more students at the university.
How We Achieved Success
01
Challenge
The business school needed help in generating economical leads for various graduate-level business programs and increasing student enrollment.
02
Approach
We quickly used data, experience in higher education, and targeted keyword research to meet campaign goals. They tracked leads and optimized for enrolled students using Google Analytics behavior data and a precise targeting approach.
03
Solution
Our solution became simple once our strategy was in place.
- Implemented Single Keyword Ad Group (SKAG) structure
- Increased click-through rate (CTR) with more relevant ads
- Improved Google Quality Score
- Lowered cost per click
- Improved average ad position
- Generated relevant traffic at a more cost-effective rate
- Full-funnel tracking enabled the team to analyze keywords and audiences for optimal cost per accepted student
- High quality targeted bidding was achieved by increasing bids for keywords and audiences with the highest acceptance rates
- This allowed the team to maximize results for the university by focusing on qualified applicants who become accepted students
- Implement program segmentation for graduate programs targeting different skill sets, work experience, and goals
- Segmented campaigns and budgets were allocated to each program, as well as specific demographic and behavioral audience targeting
- Excluded younger audiences for programs requiring 10+ years of experience and specifically targeted experienced professionals
- Drastically improved applicant quality based on the program being marketed
This created the following results:
