The Georgia Institute of Technology (Georgia Tech), is a top-ranked public college and one of the leading research universities in the US. They provide a technologically focused education to more than 25,000 undergraduate and graduate students in fields ranging from engineering, computing, and sciences, to business, design, and liberal arts.
Georgia Tech teamed up with The Exchange Lab to increase registration for their information sessions for the following programs:
Each program was a distinct flight within the campaign and had a CPA goal of $300.
The Exchange Lab combined a mix of retargeting and prospecting strategies, building on a foundation of look-a-like modeling. The objective was to ensure that targeting was devoted only to those users who were relevant to an MBA programs.
Building out a full funnel strategy, retargeting was then used to re-message those relevant users who did not convert after their initial viewing.
The Exchange Lab activated five tactics across three DSPs simultaneously to implement this strategy.
Although the team used the same selection of DSPs across all four MBA programs, there were nuanced targeting differences for each one. Therefore, it was necessary to leverage over 40 unique data providers to scale the campaign successfully. Upon completion, the overall average CPA came out to $207 with the lowest CPA landing at $176.30, coming in lower than the initial goal.
Looking at the audience composition, the demographic breakdown skewed more female (55%)
The most heavily represented age range was 30-34, with higher net worth individuals performing better than lower
Outside of Business and Education, the converting audience showed interest in Travel, Autos, and Finance.
Geographically, they skewed heavily from the Southeast United States, which makes sense given Georgia Tech’s location. However, the Northeast and Midwest were well-represented as well.