Westford

Purpose - Scalability in course queries with Optimizing Cost Per query

Westford School of Management is a well-known name in UAE for providing Quality education for Under Grads and Post Grads level. The college is known internationally well, having tie-ups & programs with some prestigious international UK bodies.

Challenges

UAE higher education market is getting stiffer competition day by day. With a host of colleges including international names such as Hariot-Watt, Harvard, LBS & INSEAD now present in UAE market providing full-time and distance learning courses. The increased competition posed a challenge for Westford to get new students being a new name in the education domain.

Action

Previously, Westford had a campaign running on search advertising. However, the performance of the campaign was not great and a constant decline in several leads was tiring. We set out with new search advertising initially, creating exclusive landing pages for each course and optimizing the campaign accordingly. This brought down the cost per lead significantly though the number of leads achieved was still low.

To increase the leads we added Content and Re-Marketing ads in our campaigns. The course-specific approach was created and populated to have a better connection with the target audience. To tap the users who came once but then left, we deployed an extensive re-marketing tool with a different communication to trap the interested users. We also did a study on when the leads were most likely to come based on time of the day and day of the week. This helped pull up leads for courses that were hungry for leads.

Next level, we saw scope for improvement in the campaign. A competition analysis was done; here we found that in terms of design and presentation, we were a bit behind in comparison to the international colleges. Hence we further redesigned the Landing Pages for the campaigns, making sure that they were worthy of an international-level institute.