EducationPerformance Marketing

Micro Targeting in Education

Micro-targeting in education

Improved the # of leads 4x over the previous month. Leads were of high quality (quality defined by whether leads registered for a subject related webinar or not).

[ Overview ]

How we used micro-targeting to deliver leads using facebook

[ OBJECTIVE ]

OBJECTIVE

•To acquire high quality leads for an IT certification training program. Company based in India providing training to overseas students
•Brand wanted to get qualified leads for its Cisco certification program to improve revenues, class occupancy levels at a low cost per lead target

[ CHALLENGE ]

CHALLENGE

•Brand was suffering from both low quality, low volume of leads
•Cost of lead acquisition very high; Saturation achieved on google adwords

[ OUR SOLUTION ]

OUR SOLUTION

•Precise targeting Use a combination of SEM, interest based targeting and used our SegmentPro methodology to get the optimal volume of leads at a low cost/lead SegmentPro used to show ads to overseas IT professionals micro-targeting those who are “based in Middle East and have designations of: Network Engineers, Network Technicians, Network Architects & Systems Engineers”
•Right marketing communication Our consumer research with existing and potential customers revealed various insights. Primarily, that the experience of the faculty, availability of practice questions and the ability of ask questions 24/7 were desired product attributes. Our design team & creative team wrote copy and created landing pages with the right communication
•Optimization Various variants of landing pages (different theme, copy, design elements) were used to get to the optimal top #3 designs Several ad-copies and designs were used and monitored to pick the best performing ones

[ RESULTS ]

RESULTS

•Improved the # of leads 4x over the previous month. Leads were of high quality (quality defined by whether leads registered for a subject related webinar or not).
•Leads from SegmentPro the best quality leads at the lowest cost compared with SEM or interest-based targeting using facebook.