Increase student enrollment in both on-campus and online programs for a large for-profit college.
Lead quality had fallen year-over-year (YoY). In response, the Zoz digital team examined leads who had previously enrolled and created a custom model to target similar prospective students. The model considered the attributes of successful past campaigns as well as individual user characteristics like geographic location and the time of day they interacted with our ads. By design, our targeting would then adjust and re-target based on real-time ad performance data, iteratively narrowing focus to the highest quality leads.
Working together, the SEO and PPC teams uncovered high converting paid keywords then developed a content plan to rank for those keywords through organic search. The result was an unprecedented 10% increase in leads YoY.
Search Engine Optimization (SEO)
increase in revenue from search engine marketing
enrolled students from search marketing efforts
increase in lead volume YoY
increase in paid lead quality YoY
decrease in CPL YoY