Raising awareness and driving conversions required a layered approach with a multi-channel campaign. We ran activity across three key platforms; with Meta and Google being our primary channels, driving both awareness and applications, supported by lower-level TikTok activity to increase awareness and frequency of visibility.

 

The College offers a broad range of courses across a multitude of entry levels, subjects and campuses. Digital activity therefore needed to educate as well as create impact and ensure cut-through amongst competition. A blend of campaign assets (video and static) and ad copy variations were created and tailored to suit the channel and stage of the decision-making journey. 

 

With such a wide range of courses to promote, activity across both Google and Meta was delivered via an ‘umbrella approach’, where courses were grouped into vocational categories. This approach allowed us to successfully target using a combination of phrase and exact match keywords to reach interested parents & students, and was a more efficient use of media spend. A Performance Max generic ‘catch all’ campaign was used to take advantage of ‘in market’ interests and additional placements, and was designed to supplement the more segmented search campaigns. 

 

Regular monitoring of ad performance and client check-ins meant that we could keep close to our metrics, most crucially the number of online applications. Activity was then tailored in realtime to focus in on and support specific courses or campuses that were struggling more than others. Spend, messaging and CTA was also adapted to reflect the timeframe and key dates, accommodating the exam period, school holidays and results day.