Strategic Media Buying for Educational Advancement by Dot IT
In just three months, our client’s campaign saw a remarkable surge in engagement.
Clicks skyrocketed, with over 42,000 conversions and 3.5 million impressions, demonstrating heightened relevance and interest.
Impressively, the Average Click-through Rate (CTR) across various platforms proved exceptional, showcasing strong visitor engagement.
With a significant boost in high-quality leads and impressive conversion rates, this case study reveals the dynamic strategies that drove such exceptional results.
Dive deeper into the success story of our client’s education media buying case study transformative campaign with Dot IT digital marketing Agency!
The Problem
Client Brief:
Our client is an American International School with two branches, established in 2009, that has steadily grown to become a leading institution in American school education. offering education from KG1 to Grade 12.
Client Goals:
The primary goal of the campaign was:
- Generate leads for scheduling admission tours for the new academic year 2024.
- Targeting parents aged 25–50 with children aged 3–13 in specific locations.
- Promoting school reputation, environment, and commitment to each student’s potential.
Main Challenges:
In the education sector, identifying the challenges is a must because they will not be the same. Our client faced difficulties with its previous agency as it fell short of achieving the desired outcomes. Effectively acquiring new customers posed a challenge, prompting the search for better approaches. Recognizing the potential of online campaigns in swiftly acquiring quality leads, our client approached us with their campaign concept, seeking our expertise to fulfill their objectives.
The Solution
The campaign strategy commenced by understanding the protracted decision-making process inherent in educational choices.
Approach:
Incorporating a focus on visual and content elements within the strategy, our approach for our client involved not only utilizing three major platforms—Google, LinkedIn Advertising, and Meta but also prioritizing the enhancement of visual appeal and content quality.
The strategy was crafted with tailored ad sets specifically designed to resonate with diverse demographics and interests within the target audience. This meticulous approach ensured that our content was visually captivating and resonant, engaging the audience effectively.
As our digital marketing strategy, we found the best approach depended on comprehensive Keyword Research, Reach Optimization, Strategic Retargeting, Timely Planning, and Precise Budgeting, ensuring finely tuned strategies for optimal outcomes.
Key Messages:
Ads highlighted the benefits of the client’s school, focusing on academic reputation, a supportive environment, and the commitment to developing each student’s potential. A call to action encouraged parents to learn more and submit an admission form.
Media Planning
In the media buying, we tailor each stage of our strategies to suit the unique needs of our clients, ultimately propelling their success.
- Keyword Research:
Conducting in-depth keyword research tailored for schools involves identifying educational terms, programs, and location-specific keywords. Pinpointing terms related to educational offerings, extracurricular activities, school facilities, and location specifics is crucial.
- Reach Optimization:
Beyond generating leads, our objective lies in engaging with parents and decision-makers interested in quality education for their children. We aim to reach parents within our defined geographic area, ensuring our ads resonate with those seeking exceptional educational opportunities for their kids.
- Strategic Retargeting:
Strategic retargeting involves ensuring that our ads remain visible to parents and potential students without overwhelming them. It’s about gentle reminders, showcasing the school’s strengths, academic achievements, and unique programs, all while maintaining a balanced frequency to reinforce brand awareness.
- Timely Planning:
Considering the academic calendar, we plan campaigns aligned with critical school admission periods or academic milestones. A pilot campaign during enrollment seasons helps gauge effectiveness before scaling up the campaign to ensure optimum visibility when parents are actively seeking educational options.
- Precise Budgeting:
Managing budgets for school advertising requires a keen eye on metrics such as Cost per Student Acquisition (CPSA), impressions, clicks, and conversions. Allocating budgets to platforms frequented by parents seeking educational options and analyzing CPC and CPM in distinct locations ensures targeted spending for maximum impact.
Campaign Ads Design
Dot IT was tasked with creating ad designs tailored for an educational client. Our team crafted specialized ads for platforms like Google, LinkedIn, and more.
Our focus? Creating an emotional link. We wanted parents to feel the school’s dedication through every ad. Customizing each ad for different platforms ensured a clear, impactful message. Our goal: not just visibility, but to inspire parents to explore and consider the school for their child’s education.
This project showcased Dot IT’s knack for emotionally resonant ad campaigns that transcend traditional marketing.
Landing Page Development and Optimization
One of the important aspects of our education media buying case study is the campaign landing page, which was planned to be well-designed and well-organized. It contains the necessary information for the visitor and is visually appealing with the right colors and good typography. Having to deal with a good (UI) is very important for interacting with a user to accomplish their goals.
When visitors went on the page, it was all about how they felt and what they saw. The page focused on what our client’s specific audience needed, especially when they were filling out the form. Everything was made just right to make sure visitors had a great and straightforward experience.
Moving to the important part, the setup and the execution.
Campaign Setup
In February, we set the stage for success with a pilot campaign launched exclusively on Google. This initial endeavor served as a testing ground, focusing on meticulously curated keywords derived from in-depth research and analysis.
As March arrived, armed with valuable insights and successful outcomes from our Google pilot, we embarked on an ambitious expansion. Drawing inspiration from the positive traction gained on LinkedIn and Meta platforms, coupled with the influx of high-quality leads stemming from our Google campaign, we fortified our strategy. This compelling amalgamation of success indicators prompted us to amplify our campaigns across all platforms.
Harnessing the promising results and learnings garnered during our initial phase, we propelled our campaigns into a heightened phase of execution. The pivot towards scaling up on LinkedIn, Meta, and across other platforms stemmed from the confluence of data-driven success stories and the quality leads acquired during our testing phase. This strategic pivot poised us to maximize our impact and reach while ensuring a tailored approach that resonates deeply with our target audience.
Conversion Rate Optimization
Our team’s primary objective revolved around setting up advanced tracking tools to carefully measure and enhance the actual conversion rates on our client’s landing page.
This comprehensive tracking encompassed impressions and Cost-Per-Click (CPC), facilitating an optimized approach aimed at refining web page design and structure, all while emphasizing the primary Call-to-Action (CTA) areas.
Our focus extended beyond merely identifying conversion points; we meticulously fortified CTA practices to ensure the utmost User Interface (UI) and User Experience (UX) standards.
Lastly, we strategically crafted high-conversion content to elevate the optimization of conversion rates, a pivotal aspect reflecting Dot IT’s commitment to unparalleled expertise in achieving remarkable outcomes.
Monitoring and Evaluation
By leveraging a suite of robust tools including Google Ads Manager, LinkedIn Campaign Manager, and META tracking tools, we gained comprehensive insights into our client’s campaign performance. These tools provided an intricate view of key metrics like campaign status, clicks, conversion rates, Click-through Rate (CTR), Cost-Per-Click (CPC), and total expenditure.
We made sure to track the lead number to the traffic number to make sure they were the right ratio. We tracked the KPIs to make sure that we were on the right track to achieving the client’s goal.
We also worked on tracking:
- Traffic metrics include traffic sources, total site visits, the number of new visitors vs. returning visitors, time on site, mobile traffic, bounce rates, exit rates, and so on.
- Total conversions, conversion funnel rates, click-through rates, and cost per conversation are all conversion metrics.
- Revenue metrics such as cost per acquisition and ROI.
Reinforcing our commitment to delivering comprehensive and data-driven campaign insights for optimal results.
The Results
The journey began with a strategic campaign aimed at reaching and resonating with the discerning audience in the education sector. Here’s the result:
In the realm of Google Ads, with a dedicated budget of €4590, our tailored approach yielded impactful results. Impressions soared to 174,795, capturing the attention of parents and educators alike. This led to an impressive 13,405 conversions, showcasing a remarkable conversion rate of 83.18%. Notably, the cost per conversion stood at a mere €0.33, accompanied by a noteworthy Click-Through Rate (CTR) of 9.23%.
Transitioning to Meta Ads, our budget of €2088.55 yielded an impressive 6,516,945 impressions, casting a wide net among prospective parents and students. This translated into 6,268 conversions, reflecting an efficient cost per conversion of €0.17, supported by a commendable CTR of 0.92%.
Within the professional realm of LinkedIn Ads, our allocated budget of €1034.81 targeted a focused audience, amassing 124,643 impressions. This strategic approach led to 652 conversions, demonstrating a cost per conversion of €1.59 and a respectable CTR of 0.71%.
The journey began with a strategic campaign aimed at reaching and resonating with the discerning audience in the education sector.
These compelling results underscore the power of personalized digital marketing strategies for educational institutions showcased in our media buying case study. Dot IT’s expertise in crafting targeted campaigns across diverse platforms has consistently delivered exceptional results. By leveraging strategic approaches and engaging content, we’ve empowered schools to expand their reach, drive conversions, and strengthen their digital footprint in the competitive educational landscape.
The success of this campaign stands as a testament to our commitment to elevating schools’ digital presence, empowering them to connect meaningfully with parents, students, and the wider community. If your school aims to embark on a similar journey of digital advancement, Dot IT stands ready to tailor strategies to your unique needs and objectives.
Insights of A Success Story in School Advertising
The school’s media buying campaign displayed a successful blend of platforms for optimal outreach. LinkedIn, despite its higher cost per conversion, significantly contributed to the campaign’s success.
Insights on the School Industry:
- Platform Diversity for Success: The campaign effectively utilized Google, Meta, and LinkedIn, recognizing their unique roles in reaching the audience with tailored messages.
- Leverage Success: Continue utilizing proven platforms with optimized ad sets.
- Explore Expansion: Consider exploring new platforms or channels for potential growth.
- Continuous Refinement: Regularly update and refine ad copies based on audience response.
The campaign achieved its primary objective by generating 1200 booked tours. This success highlighted the significance of a diverse platform approach and the importance of adapting strategies based on industry-specific audience behavior and platform dynamics.
Ready to elevate your campaign? Reach out to us now, and let’s beat the competition!
