The Challenge
With the for-profit education industry becoming increasingly competitive and with an ongoing pandemic, how can we convince prospective students to choose Sprott Shaw College over other schools? How can we increase student interest while keeping costs as low as possible – below an average cost per lead of $80.
The Solution
We ran Google Search campaigns aimed at directing users to their program-specific landing pages. We removed redundancies in their keyword targeting and transitioned to automated bidding (let machine learning AI do its magic!).
We ran program-specific Google Display ads targeting various topics and aimed at retargeting to recent visitors of specific landing pages.
We moved a good chunk of the budget to Facebook/Instagram lead forms campaigns. Each specific campaign targeting a unique interest-based, lookalikes, and retargeting audiences and using Campaign Budget Optimization. This allowed Facebook’s machine learning AI to spend our budgets where it’s working to achieve the best results.
Lastly, we paused all campaigns, audiences, and creatives that did not meet a specific performance threshold.
The Results
Note that the two data ranges being compared are the 6 months between August 2019 to January 2020 (pre-Jelly) vs. February 2020 to July 2020.
increase in the total volume of leads from ads, despite a 12% decrease in total budget.
decrease in average cost per lead.
increase in leads from Facebook ads, despite a budget decrease of 37%.
