About
Centre for Cybersecurity Institute came to us looking for a partner who could do two things well: sharpen lead quality and bring down cost per lead. Having worked with educational institutions before, our team already had a good sense of the challenges this kind of campaign tends to run into, which meant we could get ahead of them instead of reacting to them. Our key objectives were to Improve lead quality and decrease cost per info session. To really understand this, we tracked the entire audience journey from the moment a lead came in, through the info session, all the way to registration.
Our Approach & Strategy
Funnel Marketing Across Each Platform
We built out a dedicated marketing funnel for each platform, since each one attracts a different kind of audience. Ad creative and keywords were customised accordingly, so every funnel spoke to the people actually moving through it.
Accurate, End-to-End Tracking
Understanding the full customer journey meant we needed visibility at every stage, from the very first lead all the way to registration. So we set up tracking that followed the audience through every step, from first click to conversion.
Continuous A/B Testing
What we learned from the audience journey fed directly into our A/B testing, especially around ad copy. Our optimisations pulled together three things: insights from the audience journey, client input, and what the A/B tests themselves were telling us.
Results
During the partnership, we made the campaigns significantly more efficient:
- 26% lower cost per info session
- 13.5% higher conversion rate from info session to registration. It is a solid proof that lead quality had genuinely improved
Conclusion
This partnership is a good example of what KPI Media prioritises: improving lead quality so campaigns run more effectively and cost less per lead. Being able to map out the customer journey and translate that into a clear campaign plan is exactly the kind of experience we bring to clients in the education space.
