• Client: The University of Manchester
• Campaign Type: Google Search & Display
• Objective: Generate Qualified Leads for MBA Programs

Overview

The University of Manchester sought to increase the number of qualified leads for their prestigious MBA programs. The key challenge was to reach high-caliber professionals who were serious about advancing their careers through an MBA and converting them into enrolled students.

Challenges

Attracting High-Quality Leads: The university needed to ensure that the leads generated were not just interested in obtaining information but were genuinely considering enrolling in the program. Optimizing Marketing Spend: With a significant investment in advertising, it was crucial to maximize the ROI by attracting the right audience.

Strategy & Actions Taken

1- Audience Segmentation:

We began by identifying and segmenting the target audience based on demographic factors, such as age, job title, industry, and professional experience. This allowed us to tailor the messaging and approach for different segments, ensuring that the ads resonated with professionals most likely to pursue an MBA.

2- Precision Targeting with Google Search:

The Google Search campaigns were optimized using a keyword strategy focused on high-intent search terms like “Executive MBA program,” “part-time MBA for working professionals,” and “MBA programs for entrepreneurs.” This ensured that the ads appeared in front of users actively seeking advanced education in business.

3- Compelling Ad Copy:

We crafted ad copies that highlighted the unique aspects of The University of Manchester’s MBA programs, such as global recognition, flexible study options, and networking opportunities with industry leaders. This approach appealed directly to the aspirations of ambitious professionals. Strong CTAs encouraged prospective students to take the next step by filling out a lead form for more information or to schedule a consultation.

4- Google Display Network for Awareness:

To complement the search campaigns, we ran display ads targeting relevant websites and platforms frequented by professionals in the business sector. The display ads were designed to raise awareness and drive traffic to the landing page, where users could learn more about the MBA programs.

5- Optimized Landing Pages:

The landing pages were continuously tested and optimized for conversions. We ensured that the forms were easy to fill out, the information was presented clearly, and testimonials from alumni were prominently displayed to build trust and credibility.

6- Lead Nurturing & Follow-Up:

Once leads were captured, an automated email nurturing campaign was initiated to keep prospects engaged. This included personalized content, such as case studies, webinar invites, and program highlights, to guide them through the decision-making process.

Results

Clicks: 135,000

Conversions (Leads): 5,420

Impressions: 11.3 Million

Cost: dh1.34 Million

The strategic approach led to a substantial increase in both the quantity and quality of leads. Over 5,400 qualified leads were generated, with the campaigns effectively reaching professionals who were serious about enrolling in an MBA program. The optimized Google Ads strategy not only boosted lead generation but also ensured that the university’s marketing spend was used efficiently.

Conclusion

Through meticulous audience segmentation, targeted Google Search and Display campaigns, and ongoing optimization of landing pages, we were able to help The University of Manchester significantly improve the performance of their MBA lead generation efforts. This case study underscores the importance of a well-rounded and continuously optimized digital marketing strategy in attracting high-quality leads for higher education institutions.