Two of Basis Technologies’ Directors of Product Management share the big digital advertising problems their teams work to solve each day.
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The Challenge
A local Texas public university was on a mission to increase the preference of its law school against other schools in key in-state markets. The client’s plan of attack was to drive users to its website in order to get them to sign-up for more information or to start an online application to its law school. In order to do so, the client wanted to reach junior and senior level undergraduate students, as well as recent graduates. In addition, the client also desired to target individuals between the ages of 28 to 35 who were employed full-time. To measure success, the client chose to use CTR as its KPI. To measure its overall success, the university evaluated the campaign based on the most efficient CPA for both information requests and submitted applications to the law program.
The Centro Curriculum
To help the university generate the desired interest in its law school program, Centro recommended an engagement strategy that included a combination of local and business endemic high-impact placements to drive awareness. This included audience targeting tactics in the form of real-time inventory purchases as well as location targeting. To better reach individuals actively seeking information on law schools in the region, Centro activated a paid search strategy focused on keywords relevant to the client. For the five month campaign, Centro built a reporting and optimization schedule focused on the client’s website CTR and CPA metrics.
Making the Grade
The client was thrilled with the results. Both the digital display and search portions of the campaign drove a CPA under $100, producing 534 conversions, indicating significant interest and preference for the law school. Additionally, the campaign concluded with a CTR that was double the standard measurement for the education industry. It was a digital A+!
At Centro, we offer a modern approach to digital media. With over 13 years and 100,000 campaigns to our name, we leverage advanced technology, proven tactics, and industry expertise to build campaigns around the channels and platforms that drive the greatest results for our client’s specific business needs. People and technology are at the heart of Centro, and are the essential parts in every #CentroInAction story.