EDUCATION > ANIMATION & DIGITAL EFFECTS COLLEGE
Leads + Cost
CHALLENGE
This client is a digital animation and visual effects college located in Orlando, Florida. Prior to 2016, they never tested paid search marketing as a means of lead generation, with the ultimate goal of enrolling students into their programs.
In 2016, they asked my team for help in launching a paid search marketing program in Florida and various other states. Their traditional marketing budget was only so effective in meeting their enrollment goals, thus forcing them to test a more impactful and measurable medium: paid search marketing.
STRATEGY
- Campaign Setup: Creation of all ad copy, keyword selection, campaign onboarding.
- Ad Testing: Ongoing testing of different messages in the ad copy.
- Ongoing Campaign Optimization: Regular monitoring of campaign performance for opportunities to improve the performance of the campaign based on the CPA.
- Monthly Reporting: Monthly detailed performance analysis. Weekly top-level reporting if desired.
- Landing Page / UX Testing: As needed, testing of potential strategies to improve the performance of the landing pages to improve the conversion rate of the website.
RESULTS
- 141 percent increase in leads
- 43 percent decrease in cost per lead