Comprehensive Marketing Audit
Our first step was to conduct an extensive audit of the College’s existing marketing operations, focusing on key advertising channels:
- Google Analytics: We conducted a full analysis of user behaviour on the website, tracking key conversion points, identifying drop-offs, and evaluating traffic quality.
- Google Search Ads & Facebook Ads: We thoroughly reviewed campaign structures, keyword strategies, ad creatives, audience segmentation, and bid management to identify inefficiencies and missed opportunities for optimisation.
Conversion Rate Optimisation
From the audit findings, we implemented a refined CRO strategy that focused on both the structural and functional elements of their advertising campaigns:
- Updated Conversion Tracking: A key part of the optimisation process was updating the conversion tracking system. By implementing more accurate tracking, we could better measure key actions, enabling us to fine-tune the campaigns based on real-time performance data.
- Optimised Advertising Account Structure: We restructured the College’s advertising accounts to allow for more granular campaign management. This included separating top-of-funnel (prospecting) and retargeting efforts, ensuring that different audience segments received messaging tailored to their stage in the buyer’s journey.
- Audience Segmentation: We developed highly specific and relevant audiences for each program the college offers, and custom audiences based on user behaviour. This helped ensure that ads were highly targeted and messaging was more relevant, reducing wasted spend and increasing engagement.
Expansion of Advertising Channels
To broaden the College’s digital marketing reach and improve lead acquisition, we introduced new advertising tactics:
Prospecting on Google Display: We implemented Google Display campaigns designed to prospect new leads by specifically targeting potential students who were browsing competitor websites.
This tactic allowed us to reach students at the research stage of their decision-making process, providing relevant information on how the College of Law could better meet their educational needs.