Case Study
Our client is an accredited for-profit college offering degree programs in creative disciplines for students seeking professional careers in areas like film, acting, and dance. The marketing goal is to generate leads from interested and qualified students that already have very strong creative skills.
Bottom-line results
$10-$15
Facebook/Instagram CPL
15K+
Leads Generated in 12 months
250K+
Clicks from Facebook/IG ads
3M+
Prospects reached
The client charged us with lowering the cost of acquiring a qualified student; a target which hovered between $100 – $200 per lead. And at the same time to grow the top funnel in volume so the in house sales team can increase enrollment substantially for the following year.
The OpenMoves team had to develop a sophisticated multi-channel marketing strategy, which included SEO, organic social media marketing, Google Ads, and a heavy investment in Facebook/Instagram paid media. The FB/IG PPC strategy proved to be the primary growth engine for this client, with more than 15,000 leads generated at an average cost per lead of under $15 over the last 12 months.
Interestingly, the outstanding success of Facebook/Instagram media buying was not actually expected during the initial planning phase of the project. Both OpenMoves and our client had initially planned to devote more budget to search than social, and the collective expectation had been for leads to cost between $100-$200/each. When we saw that Facebook was showing signs of greatly beating that expectation, we adjusted accordingly and now the great majority of paid media centers around FB/IG.
What drove this impressive efficiency on Facebook? A few key strategic elements included,
Our client had tremendous growth in the 2018 class and is looking forward towards another growth year in 2019. On Facebook Ads in particular, some of the core data points included,
Target CPL ~10 time less than initially anticipated!
In speaking about the results of the Facebook/Instagram media program, the client’s CEO commented,
“This education PPC project is an example where all aspects of marketing came together to form a hugely successful outcome. Our client has a great brand and a great business, with a strong overall marketing presence and a great in-house team. It was an fundamentally an offer that people wanted. Combined with a diligent, creative, best-practices PPC project that found product/channel fit fast and executed effectively, OpenMoves found a path to growth about 1,000% more effective than expected.”
This education PPC project is an example where all aspects of marketing came together to form a hugely successful outcome. Our client has a great brand and a great business, with a strong overall marketing presence and a great in-house team. It was an fundamentally an offer that people wanted. Combined with a diligent, creative, best-practices PPC project that found product/channel fit fast and executed effectively, OpenMoves found a path to growth about 1,000% more effective than expected.
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