- Increase conversions (digital form)
- Increase click-through rate (and reduce cost per click)
- Stay ahead of the curve by testing new strategies in campaigns.
The approach was to use AdWords’ similar audience functionality, in two search campaigns: “online bachelors” and “online universities”, taking it a step further in the digital strategy by using the functionality already outlined to fine-tune the reach to the target audience:
Men and women 18-34 years old, who are looking to study online mainly because of the need to keep working.
What happens here is that the Similar Audiences feature (launched in early June 2017), for the search network takes the remarketing list and finds users with similar online behaviour. This means that the advertiser can achieve more valuable traffic, i.e. similar to those who have already converted, in this case it may have been those who compared online universities, tuition, or perhaps online courses.
In addition to this digital strategy, the time of purchase and where the user is located allowed us to establish a very specific message to users who were already considering online studies and were in the think or consideration phase.