Case Study: Nitro College
Nitro College is a leading information resource for student loans, scholarships, and overall education financing. American college students and their families are increasingly faced with rising tuition costs and complex financial planning needs to pay for college. Nitro helps students and families understand their financial options and find the best lenders for their needs.
Conversions on Facebook within CPL
AdWords conversions within CPL
Spending scale in season
Web site conversions
Nitro College operates primarily as an educational resource but generates revenue through referral relationships with some of America’s largest student loan banks. When a user clicks from Nitro to a lender and becomes a customer of that lender, Nitro receives a commission.
OpenMoves supported Nitro’s marketing team by providing PPC management services on Facebook and AdWords. This was a challenging and unique effort, made complex by multiple rapid strategy changes, a complex analytics environment, intense seasonality, and a highly competitive landscape.
“OpenMoves has been an amazing partner in working to understand our business at a deep level and supporting very fast and effective changes to PPC strategy on both Facebook and AdWords. There were definitely some tough challenges in this project, and OpenMoves was always ready to tackle big strategic questions and implement changes to support changing business needs.”
– Shanon Lopez, Managing Director of Strategic Operations
Many OpenMoves clients have straightforward, traditional, and easily measurable business goals. For example, an ecommerce website with a goal of more revenue, measurable easily through analytics tools.
This was not the case with Nitro! In fact, the PPC program moved through many complete strategic rewrites, including:
Unlike the rapid ups and downs of AdWords, Facebook advertising has a been a reliable source of efficient conversions for Nitro since the project’s beginning. That said, the Facebook strategy has also evolved substantially over time and leaned on a few key levers to deliver continued success.
At the project’s outset, we’d imagined that AdWords search clicks would be too expensive to meet Nitro’s needs. Typical “student loan” clicks are $10+ each, where Nitro needed conversions for well under $10. However, over time we found ways to buy converting clicks at a major discount.
Nitro was an interesting example of a unique client with a fast-moving team and rapidly changing goals supported by PPC. OpenMoves was excited to support Nitro as they developed their analytics and strategies internally and ultimately, we were able to map a complex business environment into a winning PPC system. To learn more about our PPC management services and strategies for education and financial services marketers, please contact us today.