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:
57% YoY increase in leads
70% Increase in enrolled students (PPC)
77% Decrease in cost per enrolled student (PPC)
120% YoY Increase in leads
Reach out today for a free audit and marketing plan to get results!
