Service
PPC Ads
Project Location
Australia
Service
Google Ads
Clients Background
Industry: Education and Training (Care Industry)
Location: South Australia
Client: Enable College
Objective: Increase brand visibility, attract more visitors, and generate leads for student enrollment in care industry programs.
Objectives
- Drive more calls and inquiries through targeted Facebook campaigns.
- Generate qualified leads for student enrollment through LinkedIn ads.
- Optimize campaigns to reach specific audiences interested in the care industry.
Platforms Used
Objectives
- Drive more calls and inquiries through targeted Facebook campaigns.
- Generate qualified leads for student enrollment through LinkedIn ads.
- Optimize campaigns to reach specific audiences interested in the care industry.
Challenges
- Reaching the right audience interested in pursuing a career in the care sector.
- Balancing the budget between awareness and lead generation efforts across two platforms.
- Ensuring consistent messaging that resonates with potential students.
Strategy & Implementation
1. Facebook Ad Campaigns
– Budget: AUD $9.5K per month
– Duration: 9 months
– Objective: Increase calls and inquiries from potential students.
– Targeting:
– Focused on demographics such as age, location (South Australia), and interests related to the care industry.
– Leveraged lookalike audiences based on current students and alumni to reach potential candidates.
– Implemented retargeting ads to engage users who had previously visited the Enable College website or interacted with their social media profiles.
Creative Strategy:
– Developed compelling ad creatives that highlighted the benefits of a career in the care industry.
– Used video testimonials from past students to build trust and showcase real success stories.
– A/B tested various ad formats (carousel, video, static images) to determine the most effective in driving calls.
Results:
– Calls Generated: Averaged 70 calls per month, indicating strong interest and engagement from the target audience.
– Brand Visibility: Substantially increased due to highly targeted ads and compelling content that resonated with potential students.
2. LinkedIn Ad Campaigns
– Budget: AUD $7K per month
– Duration: 6 months
– Objective: Generate qualified leads for student enrollment in care-focused training programs.
– Targeting:
– Targeted professionals in the care industry, recent graduates, and individuals looking to switch careers into the care sector.
– Used LinkedIn’s robust targeting options to reach specific job titles, industries, and educational backgrounds.
– Focused on South Australia and surrounding regions to attract local students.
– Lead Generation Strategy:
– Employed LinkedIn Lead Gen Forms to streamline the process of collecting leads, making it easy for interested individuals to express their interest.
– Created content-rich ads highlighting the unique aspects of Enable College’s training programs, such as hands-on experience and industry-recognized qualifications.
– Ran sponsored content and InMail campaigns to engage directly with potential students, providing them with detailed information about the courses offered.
Results:
– Leads Generated: Averaged 40-45 leads per month, showing the effectiveness of LinkedIn in reaching qualified individuals interested in enrolling in care industry programs.
– Quality of Leads: High quality, with a significant number of leads converting into actual enrollments due to the targeted nature of the campaigns.
Overall results
Facebook
– Monthly Budget: AUD $9.5K
– Duration: 9 months
– Average Calls: 70 per month
LinkedIn
– Monthly Budget: AUD $7K
– Duration: 6 months
– Average Leads: 40-45 per month
Conclusion
The Facebook and LinkedIn ad campaigns were highly successful in achieving the client’s objectives of increasing brand visibility, attracting more visitors, and generating qualified leads. The strategic use of audience targeting and platform-specific strategies resulted in consistent and measurable outcomes over the campaign periods.