Case Study

University of Northwestern

Liberal Arts College Launches Google Paid Ads to Improve Their Online Conversion Rate & Increase Their Early College Programs Enrollment

Lead Generation

THE CHALLENGE

The University of Northwestern partnered with Parqa to develop a strategic paid search (PPC) campaign to drive awareness, increase traffic to their Early College landing pages, improve their online conversion rate and increase their Early College programs enrollment over a two-month time period.

(UNWSPs Early College pre-college program allows high school students to take college courses online through the University)

THE STRATEGY

  • Conduct a competitive PPC analysis, keyword research to gain a better understanding of market response in the defined geographic regions across the country (in which they had no prior presence or brand awareness established.)
  • Utilize the information gathered from above, along with insights from the client and landing page testing to develop a strategy and execution plan that would give UNWSP’s paid ads campaign the best chance for success.

THE RESULTS

313,884

Brand Impressions From PPC

204

New Leads

8.18%

Search Conversion Rate

$49.06

Cost-Per-Acquisition (CPA)

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