Renowned for its business school and a leader in entrepreneurship graduate studies, the University of Maryland hired two well-known programmatic marketing agencies to promote its Master’s of Technology Entrepreneurship degree program through a programmatic advertising campaign based on target demographics. Their campaign spent $25,000 over the course of 3 months and generated 21 leads at a Cost Per Lead of $1,190. UMD was told that this was good. Not so sure it was; they engaged PBJ Marketing for a second opinion.
After an extensive account audit, we were surprised by what we uncovered. Programmatic, while potentially very effective, was over-sold, mismanaged, and became problematic. The biggest culprit in blowing the client’s budget? Improper lead tracking installed and a mobile apps ad campaign resulted in a 98% bounce rate and an average session duration of 5 seconds. Shame! We reported our findings and were given 30 days to prove we could do better.
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.
$1 to $5 CPL
Targeting potential students outside the US
$10 to $50 CPL
Targeting students within the US
Of all enrolled students are now acquired by our paid media efforts, a number that continues to increase with each semester.