The “WHY” (Purpose & Missions Shared)

• Shift campaign focus from the top funnel of marketing (TOFU) to being acquisition-oriented (MOFU/BOFU), specifically to target customers generating more school form application, school tours, and seasonal school camp applications.
• Other than school application, tours, and seasonal camps, generating events  across Google SEM, Meta, and LinkedIn, like interest form submissions, calls, email clicks, while decreasing Cost-Per-Click (CPC) and Cost-Per-Acquisition (CPA).

Milestones Achieved

• 175% annual brand search increase (as per 2024 data), 23% new local users 20 mile around the school location, and 27% new users globally (this is important as the client is an international school targeting global audience).

• Launched online ad campaigns across Meta, Google, and LinkedIn using the full-funnel marketing strategy, targeting different audience persona (Prospecting, Remarketing, Lookalike) with different content preferences. 
• From 2023 – 2024, more valuable marketing events tracked, shifting from tracking call clicks and school brochure download towards more events like school form submissions, school tour books, school interest form (for long-term audience).

• Increased SEM conversion events by 2880% (from 47/year to 1413/year at the end of 2024).

Challenges & Lessons Learned

• CPCs getting more expensive, as more international schools being active in media buying.
  • Some efforts we’ve done include targeting different campaign objectives based on the audience funnel level (brand awareness, consideration, ready to decide).
  • Case example: targeting Click objective for Prospecting audience, and Max. Conversion for Consideration/Middle of Funnel audience)

• More competitors bidding on the client’s branded keywords on Google Ads
  • Something that’s unavoidable in media buying field. Working around this issue, we split the campaigns based on the keyword types, audience targeting, and objective (some have Target Impression Share target, some other are set to get Maximize Conversion).
  • This helps us reduce the CPC will keeping the landing page appears high on the SERP of the branded keywords. 
• Targeting international audience can be tricky for an offline school, even with the international standard certification.
  • Based on the foreign student database, it’s found that there has been a potential number of students from the US, Europe, and Australia. We tried targeting these countries and didn’t earn enough results to continue.
• Different platforms need different types, angles, and styles of creatives. 
  • The client had been using the same creatives across all paid channels. Some types of creatives like landscape or Reels-size videos can work on both Meta and Google, but it might not work on LinkedIn.
  • For this client, we found out that our LinkedIn audience prefers highly informational rather than entertainment content. Hence, our least performing content on Meta (at that time, it was carousel) became the best performing one on LinkedIn Ads.

Samples of Work (Visual)