targeted ad impressions - increase of 1065%
interactions – compared to 1,375 in the previous seven months
drop in average cost per lead
Edhec is one of the leading business schools in Europe and attracts students from across the globe. It wanted to improve the quality and quantity of leads for its Global MBA course through an integrated marketing approach.
In a highly seasonal market, it was important to plan activity in advance. Our main priority was to complete a full digital audit of Edhec’s existing marketing and to understand customer behaviours. We decided a combination of Google and paid social was the best approach, so we broke down each ad campaign to understand the target audience as well as using Search Query reports to build out new target criteria. We then implemented these findings into new, highly targeted advertising campaigns which focused on specific audiences in countries across the globe at the right time. This ensured we were targeting the right customers with the correct messaging at the right time of the customer journey.
The results were almost immediate. Within four months of the new campaign going live we generated over 1.6 million targeted ad impressions, 7,682 interactions, compared to 1,375 in the previous seven months, and the average cost per lead reduced by over 10 times.
Director of Marketing and Communications