Northwestern
The University of Northwestern – St. Paul, situated in Minnesota, is a private Christian institution offering undergraduate, graduate, and online programs. Established in 1902, it emphasizes holistic education, integrating faith and learning. With a diverse student body, it provides a supportive community fostering spiritual growth, academic excellence, and service-oriented leadership.
Meta Ads • Google Ads • LinkedIn Ads • Creative
-53%
Cost per Lead
+117%
CTR
+347%
CVR
The Beginning
Our partnership with this client began with thorough data analysis, uncovering challenges like high CPCs and low conversion rates across platforms. Swiftly, we shifted budget to Meta and launched Performance Max campaigns on Google, prioritizing search. Though early progress is promising with lower CPCs and improved lead generation, vigilance against lead fraud remains crucial. Our approach underscores Algofy's commitment to agile strategies tailored to client needs
Our Strategy
Our strategy shifted decisively after initial data collection, directing the budget primarily towards Meta due to persistent high CPCs on Google, affecting CPL and overall budget constraints. Emphasizing search over low-converting placements like Display and YouTube, we ventured into competitor campaigns for underperforming areas, yielding mixed results. We innovated with Performance Max campaigns on Google, integrating all available placements within the ecosystem, notably reducing CPCs and enhancing lead generation despite ongoing challenges with lead fraud. Rigorous budget control persisted, pending confirmation of improved lead quality. Additionally, we conducted monthly A/B tests on creatives and copies, redirecting Social Budget to Meta after pausing LinkedIn due to inefficient CPL. Leveraging Lookalike (LAL) audiences based on student lists mitigated targeting limitations, substantially improving CPL compared to interest-based targeting. Retargeting efforts shifted towards prospecting new users, maintaining optimal frequency for engagement.
Before
The new creatives embraced simplicity while adopting a highly user-focused approach. Direct, conversational copy speaks directly to the reader, ensuring a personal connection. The call-to-action (CTA) encourages a clear and immediate action, guiding users towards engagement. Furthermore, the inclusion of a woman in the image aligns with the brand's target audience, enhancing relatability and resonance.
Before
Women
Men
System that works
This strategy highlights the importance of adaptability and data-driven decision-making in digital marketing. By continuously analyzing data and adjusting our approach based on performance metrics, we were able to effectively optimize budget allocation, improve lead generation, and mitigate challenges such as high CPCs and low conversion rates. Additionally, leveraging innovative campaign formats like Performance Max on Google and targeted audience strategies on Meta demonstrates the value of staying ahead of industry trends and leveraging platforms to their fullest potential. Overall, the success of this approach underscores the significance of agility and strategic thinking in achieving marketing objectives.
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