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National University

IMI increased National University’s lead volume from Facebook by 1,471% and decreased CPL by 45%.

Background

National University (NU) is San Diego’s largest, private, non-profit university focused on traditional, non-traditional, undergraduate and postgraduate degrees including online programs. They partnered with IMI to manage all Facebook advertising campaigns, optimize performance, and report on results weekly. NU wanted to increase lead volume and improve efficiency related to cost per lead, in order to meet their applicant/student start goals.

Goal

The goals of all Facebook ad campaigns were to increase lead volume from 50 leads to 700 and maintain a CPL at $300-$350.

Strategy

Videos: Facebook was favoring video above all other mediums so IMI capitalized on that by leveraging some of NU’s videos and even television commercials. IMI tested :30 and :15 versions of each in campaigns across brand, military, and program initiatives.

CRM Reporting Sync: IMI analyzed results in the Facebook publisher, compared to CRM results, and evaluated the discrepancy of lead volume (which was only about 5%). End reporting leveraged numbers directly out of the CRM. In order to do this effectively, UTM and tracking parameters were amended onto each ad campaign URL to track campaign, audience, and creative for each campaign. This enabled all information related to each campaign to track through the CRM for weekly optimizations to be made based on results.

Audiences: IMI developed and optimized strategic audience recommendations to kick off the campaigns including Facebook behavioral and interesting targeting, CRM retargeting, website retargeting, and look-alike modeling for prospecting efforts. This audience mix allowed variety across campaigns but also the ability to leverage various creative and messaging at the different stages of the funnel, in order to qualify leads.

Results

IMI increased National University’s lead volume from Facebook by 1,471% and decreased CPL by 45%.

Within 5 months from the kickoff of the campaign achieved:

  •        1,100 Lead volume
  •        $300 CPL
  •        141,640 Website Clicks

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