Google Ad Campaign
With a surprise windfall and a mandate from the University set in early April 2021, our team was tasked with an omni-channel marketing campaign to target multiple streams into the undergraduate recruitment funnel. In addition to our existing audiences, I folded in two additional target groups for our end of fiscal year Google Ads campaign: veterans in Montana and graduating high school seniors in Montana.
Despite being rated as one of the top universities in the United States for veterans, Montana State’s Veteran Services website averaged only 48 unique users per week. Meanwhile, all declarations for incoming freshmen from Montana were down at a pivotal time for enrollment.
After nine weeks of Google Search and Display campaigns, both of these campaigns were able to net an average of 8,000 clicks per campaign, with a click-through rate of 16.32% (for the Veteran Recruitment campaign) and 21.12% (for the Montana Undergraduate campaign), respectively. As of the last week of the campaign, traffic to the Veteran’s Center was up to 802 unique users compared to an average of 20 the week before campaign launch — an increase of 2,403.03%.
Copywriting, Google Ads Production + Optimization, Persona Research, Tone of Voice
Samples of ad copy include:
Featured photography by Malachy Marshall on Unsplash.