University of Northwestern, St. Paul
The University of Northwestern (UNW) is a Christian university located in the heart of the Twin Cities of Minneapolis and St. Paul, Minnesota. It aims to form leaders through academically excellent Christian education across more than 65 areas of study, including undergraduate, graduate, and master’s degrees.
Google Ads • Social Ads • Creative
+539%
Leads
-90%
CPL
+347%
CVR
The Beginning
Algofy and Northwestern - St. Paul partnered in June 2022 to digitally promote a key set of 10 graduate and undergraduate online degree programs. Never having embarked on a digital campaign of this magnitude, Northwestern relied on Algofy to find the right combination of paid media channels, audience targeting, and creative combinations to generate a steady flow of quality leads.
Our Strategy
Our process for creating a successful strategy began with identifying the target audience for each platform and tailoring our Google, Meta, and LinkedIn Ads accordingly. To maximize conversions, we employed remarketing strategies to recapture interested traffic while also making calculated and data-driven changes to landing pages. We then aimed to understand user behavior through testing and analyzing custom heat maps and surveys.
To improve click-through rates, we tested different ad copy variations and used a variety of creatives and videos. We closely monitored the performance of the ads using metrics such as click-through rate, conversion rate, and cost-per-lead, and leveraged the marketing programs where conversion rates were high and cost-per-lead was low to drive adjustments to targeting, ad copy, and landing pages as needed to continually improve ad performance.
Before
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While the previous creative contained visually interesting elements, the copy lacked a compelling focus, and the university's distinguishing features were not clearly conveyed.
In our new creatives, we utilized a variety of visual elements and on-creative text to captivate attention and effectively communicate key selling points, such as the university's emphasis on flexibility and academic excellence.
Before
Women
Men
System that works
The launch of online programs for Northwestern University, St. Paul on Google and Meta ads was a resounding success due to Algofy’s data-driven approach and the implementation of our well-defined strategy, continued optimization, and sustained testing & iteration. Our strategy was continuously monitored and adjusted, with key metrics being used to drive early leads and ensure long-term success
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