case study 0350: ppc cranfield university - interdirect filecranfield university case study 0350:...
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Cranfield University
Case Study 0350: PPC
Cranfield University’s world-renowned School of Management challenged us to increase the number of signups for programme brochures. We were happy to oblige!
The ChallengeAs part of the syllabus launch each new
academic year, Interdirect uses well targeted
Pay Per Click campaigns to generate
awareness of specific programmes run by
Cranfield School of Management. The aim
is to help to increase the number of course
enquires and hence bookings.
The WorkIn order to maximise ROI, we created a hard-
hitting PPC strategy based upon intensive
keyword research, ad copywriting and strong
calls-to-action. We ensured that the account
delivered the best possible results by:
• Tracking myriad conversions on multiple
landing pages, so that we could measure
just how well we were doing
• Changingandtestingdifferingconversion
tracking types in order for us to monitor
the success of various landing pages
• Monitoring keyword bid management to
ensure that the ads were always displayed
above the fold of the page on page 1 of
Google’s search results
• Consistently checking our keyword
researchtoensureCranfieldSOMkeptup
with latest trends in higher education
• Optimising conversions by monitoring and
refiningadstoensureahighclickthrough
rate was achieved. New ads were tested
and enhanced in order to maintain the
good CTR
All other aspects of best practice in
managing a typical PPC campaign were
alsocarriedoutincluding:refiningkeyword
match assignment, utilisation of ad
extensions, location targeting, ad scheduling,
definingappropriatewebsitesforadstobe
shown on the Display Network and device
management.
Established in 1967, Cranfield School of Management
is one of the oldest and most reputable business
schools in the UK. The school is part of Cranfield
University, the UK’s only wholly postgraduate
university, and it is constantly ranked amongst the
top five UK business schools by the Financial Times.
2012
• Ads were served nearly 4.5 million times
in the search results for the Executive and
Team coaching programmes appearing in
positions 1 or 2
• 43 conversions/signups were made
for the Logistics and Supply chain
programmes spanning over a two-month
period
2013
• 36 conversions/signups were completed
for the Logistics and Supply chain
programme over a two-month duration
• PPC sent nearly 6,500 additional clicks to
specific programme landing pages
PR . Digital . Design . Marketing . Search & Social
With only a relatively small investment, spanning a two-year period, Cranfield School of
Management saw the following results:
The Difference