Background
inSegment’s client is a global university with a long-established culture of world engagement and a distinctive approach to education and research. inSegment has worked with the university’s school for advancing education, focused mainly on Master’s and Doctoral degree, for over five years. With a main campus located in Boston and four other regional campuses across the United States and Canada, the university offers roughly 400 graduate programs across multiple channels in 10 different subject areas.
Challenge
Like many higher education institutions, the university wanted to combat declining enrollment trends by driving qualified lead traffic and meeting inflated enrollment goals. To address this challenge, inSegment knew it needed to build and implement data-driven PPC campaigns that combined demand generation tactics with integrated digital marketing strategies.
Solution
inSegment began by creating new landing environments, designed specifically for paid search traffic. A new landing page or microsite was created for each of the degree programs supported.
inSegment utilized Adwords & Bing Ads for paid search, ultimately finding Adwords more effective. At least one campaign was created for each degree, containing keywords and ad copy related to the program. Depending on the program, inSegment ran parallel display and retargeting campaigns using the Google Display Network.
Results
Our multi-faceted program accomplished improved applicant volume and lead quality all while decreasing the cost-per-lead. As a result, we are still producing campaigns and generating leads for the university with a larger budget than ever before.
