University of Maryland

Right out of the gate, we paused all previous efforts and began building new campaigns from scratch. In just 15 days, we found our assumptions proven correct as PBJ’s digital marketing team spent just $4,999 on Facebook alone, driving 91 leads at a Cost Per Lead of just $54.00.
With one impressed client and a new 12-month contract in hand, we laid out a new plan of attack. While programmatic can be cost-effective and efficient, it’s no off-the-shelf solution. Each client, first, requires a hands-on, grassroots campaign to uncover the ideal target audience and proper marketing channels.
Our custom strategy, supported by proper research and analytics, focused on running Web Conversion and Lead Generations Campaigns. We isolated each by various well-thought-out targeting methods. In addition, we optimized post conversions by syncing all Facebook leads and website conversions into Active Campaign, a newly implemented email automation and CRM platform much more powerful than the client previously used. This allowed us to back into actual ROI metrics and focus on the best Facebook targeting methods and creativity that drive the most enrolled, paying students at a more efficient CPA.