Increasing Enrollments and Decreasing Cost-per-Enrollment for Online Programs
The Ambition
After an extensive audit of CBD College’s marketing strategy, we discovered that they were using a fairly narrow media mix that was limiting the success of their online program enrollment numbers.
We found that the online results struggled due to the lack of awareness of their programs, as their targeting was limited to the local LA market. We also noticed that their paid search ads and bidding strategy were not optimized, which resulted in ads not showing up for their most important search terms. We also felt that there was a missed opportunity with not having COVID-specific messaging highlighting the benefits of their online programs. Additionally, their landing pages were not optimized for mobile and the messaging did not align the advantages of their programs due to the global pandemic.
The Approach
Level’s strategy focused on expanding the media mix to platforms such as YouTube, Google Discovery, Social Media Platforms, and trusted Lead Aggregators in order to reach potential students at various points of the marketing funnel. With a heavy focus on Paid Search, we updated the keywords and ad copy, as well as optimized on max conversion value bidding to drive more leads to enrollment status. We also built mobile-friendly landing pages to elevate the customer experience, while also adapting the messaging to COVID-friendly copy highlighting the advantages of their online programs and the ability to earn their degree from home.
- Reorganizing Designated Market Areas
- Reallocate budget to low CPL/high CVR campaigns
- Increase impression share
- Improve ad position within paid search platforms
The Results
With constant and continuous monitoring and strategy changes, Level Agency was able to increase enrollments by 72% in the first year, while also decreasing the cost-per-enrollment by 54%.
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