The five-phase strategy that beat the enrolment target

A large enrolment target across a broad course catalogue, two very different audiences, school leavers and mature-age students, and no clear view of which channels were actually driving applications: the campaign had to deliver volume and prove where it came from.

Working with portfolio consultants, we built personas matched to each course area and segmented audiences from behavioural data and client workshops. Facebook advertising reached prospects across Facebook, Instagram and Audience Network, while a highly segmented Google strategy ran Search on broad and brand keywords, Display and YouTube retargeting site visitors who hadn’t converted, and Dynamic Search Ads leveraging Kangan’s content-rich website to fill keyword gaps.

Phase one drove brand awareness and built retargeting lists; phase two converted, pushing applications for courses flagged with low enrolments. Weekly snapshots and monthly reports broke down top creative, targeting and devices per course area, and continuous experimentation, including classroom-setting imagery beating non-discernable settings, kept every ad set improving.

The campaign exceeded the enrolment target by 7.55%, with Facebook attributed to 31% of enrolments between December 2016 and March 2017. More than 92% of enrolling students viewed an ad before completing enrolment, and over 8% clicked one last, giving Kangan a channel-by-channel cost view to plan every future campaign against.