When you’re looking to reach a global audience, you can’t afford to cast your net too wide.
Isik University, a large, two-campus English-language university in Turkey, wanted to draw in students from across the world to their Summer and Graduate programs.
We helped them achieve their objective with a tightly-focused, carefully-honed strategy that made use of custom website design in concert with targeted advertising campaigns to maximize their return on investment (ROI).
The first step was to develop and manage specific micro-sites that operated independently from the main university website. All content was lead-capture optimized, so searchers would land on the page for a specific program that corresponded to their search terms, reducing wasted advertising dollars on searchers that get tired and leave before they find what they’re looking for.
Setting the micro-site apart from the main website not only allowed for intentional structuring of content to meet specific search needs, but made it easier to understand the effects of the pay-per-click and retargeting ad campaigns and refine the content, campaign and strategy continuously for greater conversion.
Additionally, customer relationship management (CRM) software allowed us to offer full monitoring and reporting on each individual lead generated through the campaigns and micro-site.
Further refinement of the campaigns and keywords boosted the effectiveness of the ads and increased conversion rates. The result was an increase in the volume of applications by 700 year over year, more than 3,000 program applicants and over 1.3 million clicks for Isik University.