Impressed by UPILA’s work in the previous year, IIMK required another campaign to generate applications for their unique PhD Program. With fine-tuned targeting and ad campaigns, we produced results surpassing the preceding year and our own promises.
Client | IIMK |
|---|---|
Services | Google Search Ads, LinkedIn Ads, Facebook Ads. |
Performance Growth | 109% |
The Challenge
IIMK approached us for another round of application generation for their PhD program. The PhD program is one of their unique offerings and a high value program that encourages managers and professionals who have senior management tenure under their belt to apply. They wanted applications from professionals with at least seven years of managerial experience.
IIMK, the highly revered institution of management studies, approached us for another round of application generation for their PhD program. The PhD program is one of their unique offerings and a high value program that encourages managers and professionals who have senior management tenure under their belt to apply. They wanted applications from professionals with at least seven years of managerial experience.
The challenge was that this specific target group was significantly lesser than the audience available for other courses. We had to find a way to expand the target audience with more innovative strategies and recognize high intent groups and cater to their needs. We also had to achieve numbers better than our previous campaign for the same.
Results
With intelligent keyword targeting and audience bucketing that gave us solid target groups, we were able to reach out to a large audience over multiple channels. The 45 days campaign showed an exponential growth wherein the second month showed 3 times more results than the first month. By the end of the campaign, we had over-delivered by 109%, leaving the client enough to trust us with their future campaigns, too.
Our Proud Numbers
How We Did It
As a program for professionals with significant managerial experience,our initial channels included LinkedIn and Google Search. Our target group in LinkedIn consisted of professionals with the preferred seniority to match the sophistication of the program. We also relied on Google Search Ads and were able to drive a considerable number of leads from it.
Besides targeting professionals qualified to register for the program through profile data, we designed a strategy that refined the audience by their intent and needs. Users with strong intent were recognized and targeted. We also filtered out an impressive list of specific keywords used by high intent users. This refined our audience bucket even further, increasing the efficiency by multifolds, paving the path towards more qualified leads and registrations.
Facebook, although we assumed it to be more subdued than the other two channels for this particular assignment, was optimized with ads targeting a similar audience as that of the previous year. This was executed based on last year’s data. Most of these audiences were users who clicked through the ads but did not proceed to register the last time. The quality of such an audience is in the fact that they had strong intent but a lack of motivation to take action. To such audiences, the right amount of push in the form of remarketing was given, leading them towards conversion. Consequently, Facebook Ads and targeting contributed most to the campaign than any other channel.
