Applications to Curtin University’s Semester 2, 2018 applications were below forecast by 27%. And with only two months left to apply, there was an immediate need to increase demand across key international markets.
After analysing channel, geo-market and creative analytics, we concentrated our marketing efforts to using paid search and video and ads on social media. We implemented a creative strategy that leveraged users’ past ad engagement and website interactions in order to deliver a highly specific message, furthering them through the decision-making process.
The paid advertising activity exceeded expectations and delivered the 10% of projected enquiries 10 days before the campaign end date. In addition, there was an overall decrease in cost per enquiry via paid advertising, as well as a decrease in enquiry drop offs from paid advertising due to the specific messaging strategy and website optimisation.