The Challenge
We partnered with a leading online education provider to develop and execute a comprehensive marketing strategy aimed at generating consistent revenue growth. In the fast-changing and competitive landscape of online education, achieving sustainable growth requires a strategic, multi-channel approach. We leveraged our deep expertise across key platforms to continuously optimize campaigns and adapt to the complexities of student acquisition across multiple digital platforms, ensuring their marketing investments were maximized for long-term profitability.
Our Approach & Results: Multi-Channel Mastery
A multichannel approach drives sustainable growth by engaging customers at every stage of the funnel, from initial discovery on social media to high-intent searches. By diversifying investments across platforms, we play to each channel’s strengths while minimizing dependence on any one source. When combined with precise attribution and a clear understanding of business constraints, this approach ensures both profitability and scalability remain central to long-term success. Here’s how we executed this approach:
1. Google: Offline Conversion Tracking for Maximum ROAS
Google was the cornerstone of our growth strategy, generating over $93 million in revenue over six years. Our focus on high-intent search campaigns, display advertising, and performance max enabled us to capture prospective students who were actively searching for educational opportunities.
A key to our success on Google was value-based bidding through a bespoke predictive model that effectively valued immature conversions and facilitated informed real-time optimization. This strategy connected digital interactions to student enrollments and profit, allowing us to hone in on the campaigns with the greatest impact. By tailoring our bidding strategies and audience targeting with real-world outcomes, we optimized Google campaigns to deliver results directly tied to the university's bottom line.
2. Meta: Creative Testing and Iteration to Boost Results
Meta (Facebook and Instagram) is an essential platform for building connections with prospective students. Over six years, the platform helped generate over $25 million in revenue through our development of targeted ads tailored to reach students at various stages of their decision-making process.
The keys to our success on Meta were creative diversity and out-of-channel (OOC) analysis. We continually refined our creative and messaging, utilizing a range of formats—from videos to carousels—to keep our campaigns fresh and impactful. As importantly, by recognizing the value of Meta audiences beyond direct tracking, we uncovered opportunities obscured by the platform's "view-through" nature. Rigorous statistical analyses allowed us to quantify this initiative's substantial contributions and adjust our bids accordingly.
Unlike high-intent search campaigns that primarily capture existing demand, Meta enables us to create demand and cultivate brand awareness in a results-driven way. Leveraging these tactics, Meta worked seamlessly with other channels to drive post-marketing profitability effectively.
3. Microsoft: Tapping into Underrated Channels for Profitability
While often overlooked, Microsoft proved to be a valuable channel for reaching a broader, less saturated audience. Microsoft allowed us to capture students who were outside of the primary reach of Google and Meta, providing a cost-efficient lead generation option, generating over $5.7M in revenue.
By incorporating Microsoft into our strategy, we expanded the university’s digital footprint, diversified its reach, and maintained a balanced marketing approach that complemented higher-volume channels.
Why Our Approach Worked
Expertise Across Channels: While Google dominated in terms of revenue generation, our deep knowledge of Meta and Microsoft allowed us to amplify results across platforms. We tapped into the strengths of each channel, ensuring that we were always maximizing profitability.
Cross-Channel Synergy: Our integrated approach ensured that each platform complemented the other, allowing for better budget allocation and a more holistic marketing strategy. Google drove high-intent searches, Meta captured and converted a higher funnel audience, and Microsoft expanded our reach.
Data-Driven Optimization: Our focus on post-marketing profit, ROI, and use of value-based bidding on Google and Microsoft, combined with creative iteration on Meta, ensured we made data-driven decisions to optimize for the university’s bottom line.
Looking to Grow Your Online Education Marketing?
Contact us today to learn how we can help you unlock growth across multiple channels and drive more profit for your institution!