Soon after we took over MDIS’ lead generation campaign from a different agency, we had achieved the following:
Monthly leads: +120%
Cost per lead: -40%
How did we make it happen?
1. Measure the result
All MDIS’ paid campaigns send their traffic to especially designed landing pages, which feature a lead form for people to leave their contact details. From there, prospective students will be contacted by a sales representative and be invited to a preview sessions.
Even before we commenced our campaign, we set up Google Analytics and made it keep track of every time someone submits a form.
Since the overall campaign goal was to generate leads, we measured the form submits as conversions.
Once this setup is done, Google Analytics can report:
- How many conversions there have been in a given time span
- Which campaign and even which keyword or ad brought the person who submitted the form to the landing page in the first place.
As you can imagine, this is very valuable information. Only when we know which types of ad copy, and keywords, are good enough to make people want to submit the form, can we learn what works and further enhance the campaigns.
This results in fewer dollars wasted going after traffic that isn’t converting and displaying ads that do not actually appeal to people. It also means we get a chance to invest a larger part of the ad budget in keywords and ad copies that are proven to work.
2. Review often; optimise fast
Defining campaign success based on the number of leads generated and measuring this result may seem like a no-brainer. But it doesn’t make any difference, unless you’re constantly working to improve the results.
Here are some of the things we do to make this happen:
- Have different ads depending on the keyword showing up, so as to match exactly what the searcher is looking for
- Always test two ads against each other. Two different ad copies can appear for any one query. Over time, we will see which ad brings more clicks and/or conversions. At that point, we pause the underperforming ad and create a new one, to try to beat the current top performer.
- Constantly adjust bids and keywords depending on results. We use software that continuously scans for potential improvements, such as great keywords to prioritise or keywords that are costing us money but not generating results. We manually review the suggested changes and implement the ones that make sense three times a week.
3. Follow up
Before someone chooses which degree to sign up for, they have thought about it for a long time and compared a number of options. So while Search Engine Marketing is a good way to reach out to people who are looking for degrees, not everyone is going to be ready to leave their contact details the first time.
That’s why we combine the search campaign with retargeting. Whoever visits the landing page, is going to see ads on Facebook and banner ads through the Google Display network. This way, MDIS stays top-of-mind with those who are probably still weighing their options.
4. Always look out for new opportunities
Like most large organisations, MDIS has its fixed ways of doing marketing. We see our relationship as a partnership, and regularly suggest new approaches to bring in more leads for less.
Are your leads lacklustre, or would you like to explore possible improvements to your lead generation campaigns? Get in touch!