Michigan State University’s Broad College of Business chose 5HD to drive inquiries for their Executive MBA program and improve return on digital media spend. In addition to very high cost per lead, their campaigns, while receiving plenty of clicks, were not leading to conversions.
In five months, 5HD implemented a measurement structure, identified best prospects, improved efficiency through narrowed keyword use, and drove more qualified traffic to the Executive MBA site, keeping the program successful and positioning it to achieve long-term goals.
Goals
- Drive inquiries for Executive MBA program
- Implement measurement structure to demonstrate ROI and allow campaign optimization
- Convert clicks into inquiries and applications
Challenges
- Campaigns not providing conversions
- Lack of measurement structure and no historical data
- Limited timeline and budget
approach
- Set up goals and analytics for real time measurement
- Programmatic advertising and Adwords to improve conversions
- Identify best prospects for the program
- Narrow Adwords keywords used for more efficient spend
- Optimize campaign efforts with weekly adjustments to maximize ROI
outcomes
- Sustainable measurement structure in place for future campaigns
- Campaigns reached much more qualified audience – more engaged, lower bounce rates, and more time spent on site
- Overcame inquiry deficit with five months of traffic outperforming the previous seven during a typically lower performing time period
- Program positioned for success going forward
