Loom’s PAID MEDIA strategy
Using a bespoke strategy across Google, Facebook and Instagram Ads, along with a robust Google Analytics tracking set up, our paid activity created a marketing funnel that took users from their first interaction with the brand through to conversion.
- Using Google Custom Audiences and refinement based on historical data, we were able to target our ideal target user.
- Drop off points in the prospectus download form were tagged and tracked to ensure we could see where potential downloaders were stalling in the process.
- A mixture of Display and Search traffic helped us promote different goals for Cheltenham College. For example, users that had signed up to an open day were then segmented into our remarketing audience, encouraging them to fill in an application/enquiry and therefore pushing them further down the funnel.
- We leveraged a mixture of lookalike audiences on Facebook and Instagram, alongside multiple different Pixel actions to help refine and build out new users, vs those who already had varying levels of onsite engagement. This allowed us to customise the messaging based on users’ current stage of the funnel.
- Created new prospecting audiences based on interests and life events to establish a new cohort of potential converters and increase the number of people entering the funnel.
- We also utilised Facebook recommended features like Advantage+ and optimised messaging.
- With Seasonality being a key factor in Education, we were flexible with campaigns and platform budgets in order to be able to maximise our capacity at peak times. As well as aligning visual creatives during different times of the year to drive results.
The results
Our Paid Media campaigns have been a great success bringing in some fantastic results for Cheltenham College:
- 753% increase in prospectus downloads & enquiry form submissions
- 74% decrease in cost per lead
- 314% increase in clicks to the website
- September 2022 will see Cheltenham have its highest level of attendees ever
*all results from: January – July 2022 vs January – July 2021
