IT University – Driving enrolment growth: A cross-channel performance strategy.
CHALLENGE
A pioneering IT university, faced increasing competition in the online education space, making it increasingly difficult to drive consistent enrolments through traditional search campaigns alone. Given the university’s nationwide footprint, an effective strategy was needed to target potential students across multiple campuses. The primary goal was to increase enrolments while maintaining cost-effectiveness, despite the complexities of pre-qualifications, payments, and credit checks affecting the final enrolment numbers.
STRATEGY
To address these challenges, we implemented a data-driven, cross-channel performance strategy designed to optimise conversions and improve cost efficiency:
Data-Driven Insights:
- Analysis revealed that direct traffic and cross-network campaigns were the most effective in driving conversions, yielding higher conversion rates per session.
- The increased competitiveness in search necessitated a shift towards performance-based campaigns to capture users with high intent across various Google channels.
Cross-Channel Implementation:
- Leveraged cross-network campaigns to capitalise on their high conversion rates and enhance brand awareness.
- Utilised smart bidding and machine-driven campaign types to optimise performance and increase conversions relative to ad investment.
RESULTS
The implemented strategy yielded significant improvements in engagement, conversions, and cost-efficiency:
Google Ads Performance (2024 vs 2023):
- Interactions increased by 400.5%.
- Conversions increased by 353.4%.
- Cost per Conversion decreased by 70.5%.
Google Analytics Performance (2024 vs 2023):
- Total users increased by 51.1%.
- Event count increased by 194.9%
- Conversions (Key Events) increased by 185.9
Through strategic data analysis, cross-channel optimisation, and a targeted enrolment approach, the university successfully expanded its reach, increased conversions, and significantly reduced acquisition costs. This case study highlights the power of leveraging intent-driven marketing to achieve sustainable growth in higher education.
