State University, a prominent educational institution, aimed to boost enrollment in its Masters Program. Facing stiff competition from other universities and challenges in attracting qualified candidates, the university sought innovative methods to increase visibility and reach prospective students. Recognizing the potential of digital marketing, the university decided to implement a Google Search Ads campaign to amplify its outreach efforts.
Increase awareness of the Masters Program among potential candidates.
Drive qualified traffic to the program’s landing pages.
Maximize enrollment in the Masters Program.
Optimize campaign performance and ROI.
Market Research and Keyword Analysis:
Conducted thorough market research to identify target audience demographics, interests, and search behavior.
Utilized Google Keyword Planner and other tools to identify relevant keywords and phrases related to the Masters Program, including degree names, specializations, career prospects, and related terms.
Prioritized high-intent keywords with strong search volume and low competition to maximize campaign effectiveness.
Ad Campaign Creation and Optimization:
Developed compelling ad copy highlighting the unique selling points of the Masters Program, such as faculty expertise, industry relevance, career opportunities, and flexible learning options.
Created multiple ad variations to A/B test messaging, visuals, and calls-to-action.
Implemented ad extensions, including sitelinks, callouts, and structured snippets, to provide additional information and improve ad visibility.
Set up conversion tracking to measure the performance of ad campaigns and optimize for key metrics such as form submissions, brochure downloads, and inquiries.
Continuously monitored campaign performance and conducted regular keyword optimization, bid adjustments, and ad copy refinement to improve click-through rates (CTR), conversion rates, and return on ad spend (ROAS).
Targeting and Segmentation:
Utilized advanced targeting options in Google Ads to reach specific audience segments based on demographics, geographic location, device type, and browsing behavior.
Implemented remarketing campaigns to re-engage with users who previously visited the program’s website but did not complete desired actions.
Tailored ad messaging and offers based on the stage of the buyer’s journey to effectively nurture leads and drive conversions.
Budget Allocation and Performance Analysis:
Allocated budget strategically across different ad campaigns, ad groups, and keywords based on performance data and return on investment (ROI).
Utilized Google Analytics and Google Ads reporting tools to track key performance indicators (KPIs), including impressions, clicks, CTR, conversion rates, cost per acquisition (CPA), and overall campaign ROI.
Conducted regular performance reviews and utilized insights to refine targeting, messaging, and budget allocation for continuous improvement.
Advirtis employed a comprehensive white label PPC strategy tailored to the State University’s specific goals. The scope of work encompassed Google Ads set-up and management, monthly reporting, landing page creation and optimization.
Advirtis’ white label PPC efforts yielded exceptional results, driving over 25 leads in January alone for less than $600. The meticulous execution of Google Ads campaigns, combined with strategically crafted ad copy and continuous bid adjustments, led to an impressive conversion rate for paid leads. As a result, the State University experienced a fully packed masters program within the span of 30 days, surpassing expectations.
Strategic Keyword Planning: Thorough keyword research and planning ensured that the campaigns targeted the most relevant audience.
Optimized Landing Pages: Advirtis created and optimized landing pages to enhance user experience, leading to higher conversions.
Platform Expertise: Expertise in managing Google advertising campaigns ensured maximum reach and engagement.
Continuous Optimization: Regular bid adjustments, ad copy testing, and performance analysis ensured optimal campaign performance.
Transparent Reporting: Detailed monthly reporting using tools like Swydo and SEMRush provided insights into conversions and performance metrics.
In conclusion, the implementation of Google Search Ads proved to be a highly effective strategy for State University to achieve its goal of maximizing enrollment in its Masters Program. Through thorough market research, strategic keyword selection, and continuous campaign optimization, the university significantly increased program visibility, attracted qualified leads, and ultimately boosted enrollment numbers. The targeted approach to ad creation, segmentation, and budget allocation, coupled with robust tracking and reporting mechanisms, enabled State University to make data-driven decisions and continuously improve campaign performance. Overall, the success of this initiative underscores the importance of leveraging digital marketing tools and techniques to enhance recruitment efforts and achieve organizational objectives in the competitive landscape of higher education.
*Disclaimer – to protect the client’s interests, the names of companies and people have been changed