Industry
Education
Challenge
The University of Texas at Arlington (UTA) faced challenges in meeting its monthly lead volume goals for its online higher education programs. An increase in competition from similar programs exacerbated the difficulty, requiring a strategic overhaul to boost lead generation and optimize costs.
Results
Through a complete restructuring of their Google Ads account, the integration of CRM data, and landing page optimizations, (un)Common Logic helped UTA achieve a 45% increase in lead volume year-over-year, generating 14,000 more leads. Cost per lead (CPL) decreased by 13%, and targeted site improvements further enhanced conversion rates.
Key Product
PPC
About The University of Texas at Arlington
The University of Texas at Arlington is a prominent provider of online higher education programs, offering diverse degree options designed to meet the needs of working professionals. UTA aims to make higher education accessible and impactful, empowering students to achieve their academic and career goals through flexible and affordable online learning opportunities.
The Challenge
UTA’s paid search campaigns were not delivering the desired lead volume to meet enrollment goals. Additionally, the rise in competition among similar online programs intensified the challenge, making it difficult for UTA to stand out and attract high-quality prospects. The existing campaign structure led to inefficiencies, including internal bidding competition, which further hindered performance. To succeed, UTA needed a comprehensive strategy to drive more leads while managing costs effectively.
The Solution
(un)Common Logic addressed UTA’s challenges by restructuring their Google Ads account to eliminate internal bidding competition and enhance targeting efficiency. This new account structure aligned with best practices, focusing on audience segmentation and performance-driven optimizations.
To further refine the strategy, CRM data was leveraged to assign values to each lead based on degree type and tuition cost. This data-driven approach allowed for better strategic planning and ensured that resources were allocated to the most impactful campaigns. Additionally, landing pages were redesigned to incorporate degree-specific information above the fold, improving user engagement and conversion rates.
A/B testing was conducted to refine device-specific experiences, ensuring optimal performance across all platforms. These combined efforts improved site usability, reduced friction in the conversion process, and maximized the impact of the campaigns.
The Results
The strategic improvements implemented by (un)Common Logic delivered outstanding results for UTA. Lead volume increased by 45% year-over-year, resulting in 14,000 additional leads compared to the prior year. The cost per lead decreased by 13%, reflecting the enhanced efficiency of the campaigns. Site optimizations and improved landing page designs drove higher conversion rates, ensuring that more visitors became qualified leads.
These results enabled UTA to meet and exceed its monthly lead volume goals, reinforcing its position in the competitive online higher education market. By aligning paid search efforts with strategic insights and best practices, (un)Common Logic helped UTA achieve measurable growth and sustainable success.
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