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Pay Per Click Management

Background

Newcastle College is one of the biggest further/higher education colleges in the UK, with over 20,000 students. The organisation came to Mediaworks for help increasing the number of school leavers, higher-education prospects and adult learners applying for its courses.

Strategy

We devised a comprehensive paid-search strategy tailored specifically for Newcastle College’s target audiences.

Google search network ads were rolled out to capture the attention of audiences expressing a direct interest in the college’s services. We appealed to the right people and used the budget efficiently with carefully chosen keywords and optimised, bespoke copy.

Display network ads were used to get Newcastle College in front of new — yet relevant — audiences. Tactical employment of video ads enabled us to better appeal to potential applicants, as the attention-grabbing medium facilitates effective communication.

With factors such as 16-year-old school leavers’ inability to drive in mind, we used geo-targeting to ensure all ads were targeted only to those within suitable distance of the college.

Results

The number of conversions achieved in just the first month of the campaign far exceeded expectations. The view-through conversion figures were also impressive, suggesting that the ads were having a lasting impact on users.

All was achieved at a cost per action (CPA) especially low in the education sector, where thousands is often spend on TV, radio and billboard ads that fail to generate measurable results.

 

Winner of the Best PPC Campaign at the Northern Digital Awards 2015.

We’ve been very pleased with the progress in our online campaigns since we appointed Mediaworks. They provide an excellent level of service and reporting, and for the first time we’ve been able to set up goals and track completions. I feel their technical expertise in PPC and Display has definitely helped the College as we’ve trialled new methods and channels with great results. The CTR and goal completions through both our search and display campaigns have been impressive and through the campaign evaluation we have been able to get a detailed view on which ads work best for which target market. We can use this intelligence to inform our future online marketing campaigns and drive up our response rates and completions even further.

Rachel Nagel

Marketing Manager of Newcastle College

  • Tailored targeting

    A bespoke paid-search strategy allowed us to tailor Newcastle College ads to potential students, and target these carefully crafted messages precisely. This ensured we could maximise conversion rates while minimising cost per action.

Has this Case Study interested you?

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Contact Us

Newcastle Upon Tyne

Mediaworks online marketing ltd.
Princesway North
Team Valley Trading Estate
Tyne & Wear, NE11 0NF
United Kingdom
+44 (0)191 404 0100
6309397

London

Mediaworks online marketing ltd.
4th Floor
69 Wilson Street
London, EC2A 2BB
United Kingdom

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