Finding Opportunity Through New Channels
The ChallengeOrbis Education, an education services provider, came to d50 Media with a multi-state PPC campaign already in progress. The campaign supported a variety of partner programs — each with its own brand, management team, objectives and a unique set of requirements and criteria. The campaign had been built by Orbis Education’s previous agency partner, and focused on tried and true paid search methodology. However, it didn’t incorporate TV or social media — two channels that we knew could perform for this client.
The CampaignWe picked up the PPC campaign and recommended supplementing the campaign with other channels, specifically paid social and DRTV. To ensure optimal success for these channels, we worked with the client to define the core product differentiators across partner programs, such as flexible courses, speed to completion, and access to high-tech lab environments. From there, we deployed new messaging for paid search, and added in TV and Facebook advertising, with a constant test-and-learn approach.
42% Below target CPL. Paid social became the most efficient channel.
150%Increase in paid search traffic.
79%Drop in overall cost per lead.
30%Call increase with inclusion of the TV campaign. Call volume has risen steadily since rollout.
- Paid Search
- Paid Social