Sometimes we have to shout about the wins, and we’ve got some great news to share: we’ve been nominated alongside the University of Kent for the Best PPC Campaign in the UK Agency Awards 2020.
But what goes into an award-worthy PPC campaign? We spoke to Account Director James Brown to find out.
What was the campaign about?
The University of Kent commissioned us to deliver a campaign to raise awareness of their institution and increase undergraduate applications.
We needed to deliver a high-volume of quality leads in the build up to the UCAS January deadline. At an increasingly competitive time of year when all universities are vying for prospective students’ attention, it was crucial that the campaign created cut-through, in a cluttered media landscape, in order to drive enrolment.
What was the approach?
The campaign focused on two types of audiences in line with two recruitment cycles over the year: firstly, to increase awareness of the university in key target locations, and secondly, to deliver as many leads and applications as possible in the build up to the UCAS January deadline.
The innovative campaign tactics used focused on awareness including various story/lightweight motion across all major social platforms, programmatic tactics and landing pages created by our in-house team to generate leads. This approach was heavily complemented with paid search and competitor activity, integrated to attract users with intent to find out more information, and ultimately convert.
What were the results?
The campaign wasn't just extremely successful at achieving a high level of brand awareness, and generating leads, but also at engaging prospective students with the institution. Asking their own questions and creating a space where meaningful connections between the audience and university could be forged.
Why do you think this campaign should win the Best PPC Campaign award?
Winning this award would be a fitting testament to the team’s collaboration, creativity and tactical approach which have resulted in fantastic results from click throughs, conversions and responses plus an amazing ROI for budget.
Thanks James, and good luck to Kent in the awards - we look forward to hearing the results in November!