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Online course enrollment has been tremendously successful. By targeting a wider audience of intent around graphic design, we have reduced prior cpc’s by 50%. This has allowed for an increase in volume to the site which fuels our remarketing campaigns and multi-touch approach to acquisition. YouTube, which started as a peripheral part of the plan, has turned into a significant acquisition channel, generating hundreds of new, quality interest form submissions monthly.
How can Shillington Education, a leading brick and mortar, graphics design university since 1997, drive enrollment globally to their new online graphics design course offering.
Google Search: We segmented search targeting based on user intent setting up a tiered targeting approach prioritizing those queries with the most purchase intent. We created ‘high intent’ campaigns targeting users who were specifically looking for ‘graphic design courses’ in real-time. We crafted these high intent ads to specifically demonstrate we had an exact fit offering for what they were looking for. Broadening our scope outside of these specific ‘high intent’ users, we also targeted quires of uses who were researching about ‘becoming a graphic designer’ but not necessarily looking exactly to enroll in a course at that moment. These ads we treated more educational, explaining how our Shillington Course could help them accomplish this career goal.
Google Display Network: On the Google display network, we used first-party data from their prior ‘on campus’ design course campaigns, to create custom audiences of users similar to their ‘on campus' converters and target them on content pages related to graphic design. This enabled us to successfully target global graphic design applicants who were similar to their past ‘on campus' customers who converted online in the past. We also used the display network for remarketing on our search campaigns.
YouTube: Leveraging YouTube lead form extensions, we were able to turn YouTube into a performance vehicle as opposed to just an awareness platform. This lead form extension allowed us to capture interest and contact information from potential customers within the YouTube player themselves, reducing friction for a user to convert improving our conversion rates.
Online course enrollment has been tremendously successful. By targeting a wider audience of intent around graphic design, we have reduced prior cpc’s by 50%. This has allowed for an increase in volume to the site which fuels our remarketing campaigns and multi-touch approach to acquisition. YouTube, which started as a peripheral part of the plan, has turned into a significant acquisition channel, generating hundreds of new, quality interest form submissions monthly.
Paid Ads,Marketing Strategy,Branding,Other,Other,Paid Ads,Google Shopping
Education
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Company Description
MassPay makes it simple to pay anyone, anywhere, any way they want. Servicing over 150 countries in 50+ currencies, MassPay tailors mass payouts to local preferences with the widest selection of payout methods available.
Challenge
One of MassPay's key value propositions is to help global companies enter emerging markets, particularly where payments can be tricky (e.g. Africa, South East Asia, Latin America). In many of these regions, payees do not have a bank account, or are underbanked.
We are looking to target executive level audiences (CEO, CFO, COO) who are ready to expand their company globally.
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LCI Paper benefits from a loyal consumer base, oftentimes event planners, calligraphers, and other professional roles that demand buying high-quality paper in bulk. Without a central way of engaging its audience on a regular basis, LCI Paper wasn’t fully leveraging its buying potential.
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