Education Industry
How we increased clicks by over 250% and generated more leads for a higher education client
Education Industry
The University of Hertfordshire is celebrated for its high student satisfaction rates and comprehensive support services for both domestic and international students.
The Challenge
Like most of its competitors, the University of Hertfordshire is always looking to attract more students to enrol in its courses. They decided to target overseas students, via digital marketing methods.
They approached us to grow their presence online, focusing on improving their Google Ads account.
Our Approach
We took over the account and performed an intense housekeeping process to ensure best practice and eradicate wasted ad-spend. We split up keywords into more granular ad-groups to improve relevance, heavily imported negative keywords to lower irrelevant ad impressions, and split-tested adverts to improve click-through-rates (CTR).
We also started focusing budget on key territories and priority courses. Localised, multi-lingual adverts were created for each country, with localised keyword sets and advert copy.
We used advanced audience techniques to maximise ROI, including Remarketing Lists for Search Ads, to show adverts to past visitors of core course pages who were now searching for keywords related to priority courses during the clearing period.
The Results
In the first year of our two-year contract, our campaigns had
CTR across Search and Display
259%
Year on year
Conversion Rates
51%
Year on year
Lowered cost per conversion
