Tulsa Community College is a higher education institution in the Tulsa metro. Student enrollment is the main driver for all success on their report card. By driving spring enrollment leads for Spring 2021, Tulsa Community College was on track for an A+.
By refining the Paid Search strategy, we were able to work with TCC to drive leads to an audience with high intent to enroll. Our audiences were prospective students who are in search of community colleges courses with an intent to enroll.
Objective
Generate a 20% increase in qualified enrollment leads semester over semester.
Through historic reporting and data, we learned ways to optimize the campaign to provide an optimal user experience and achieve the highest-quality conversions (enrollment leads on the TCC website).
"By making small adjustments to the bid strategy, we were able to tell Google what was an important action for our campaign in order to optimize those conversions."
STRATEGY, TACTICS AND OTHER NITTY GRITTY
Our strategy was simple: quality over quantity.
We used strategic flighting to run campaigns during peak enrollment periods.
We focused all efforts and optimizations on what we knew to be qualified leads.
Using this knowledge, we optimized toward lead generation and consistently shifted our bid strategy.
OUTCOMES
We had a 146% total increase from the fall semester, surpassing our initial objective of only 20%.
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