Industry
Education
Challenge
(un)Common Logic began this engagement by optimizing the account structure to minimize internal bidding competition and changed conversion goals to focus on quality leads versus quantity. Additionally, (un)Common Logic leveraged ACE’s CRM for better strategic planning to quantify the value of each lead by degree type.
Results
Following a new account structure aimed at reducing user friction, (un)Common Logic helped ACE to increase Requests for Information (RFIs) by 111% year-over-year. By leveraging backend CRM data to assign values to each lead by tuition cost, (un)Common Logic informed a strategy that decreased cost-per-lead (CPL) by 21% year-over-year. The introduction of Display campaigns aimed at new prospects established a full-funnel strategy, contributing to these impressive results.
Key Product
PPC
About ACE
The Challenge
American College of Education (ACE), an online higher education institution, was seeking to optimize their digital marketing efforts to generate more high-quality leads for their degree programs. Their existing PPC campaigns were generating leads, but the quality and cost of these leads were not meeting their expectations. The challenge was to increase the number of Requests for Information (RFIs) while reducing the cost-per-lead (CPL).
The Solution
To address ACE's challenges, (un)Common Logic began by restructuring the PPC account to minimize internal bidding competition and focus on high-quality leads. They utilized ACE’s CRM data to assign value to each lead based on the degree program, allowing for more strategic planning. By introducing Display campaigns aimed at new prospects, (un)Common Logic established a full-funnel strategy, enhancing lead generation efforts. This comprehensive approach ensured that the focus was on both increasing the quantity and quality of leads.
The Results
The implementation of the new PPC strategy led to outstanding results for ACE. They saw a 111% increase in Requests for Information (RFIs) year-over-year and a 21% reduction in cost-per-lead (CPL). Additionally, the strategic use of CRM data to value leads by tuition cost ensured that the campaigns were more targeted and efficient. The introduction of Display campaigns also contributed to a more robust lead generation strategy, resulting in more than double the RFI submissions and a lower cost-per-RFI, down to $111.
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