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NonBrand - TexasNonBrand - RoUSBrand
The program is currently trending at an L2A of 6.4% vs a bootcamp category avg. of 13.5% (Q3+Q4).
This could be on account of Rice not being as popular a brand when compared with our other partner universitites.The program was initially priced at $8,450 - higher than our more established programs. This could be another driving factor clubbed with point 1 for poor conversions.
This fee has now been reduced by 30% (current price $5,915).Looking at search term trends from Google, the audience seems to be more inclined towards opting for a masters/degree program in healthcare compared to a certification. Sharing below top search terms where our ad impressions have been triggered:
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RUGC-PCHCM | Performance Log
Marketing Start Date
Google: 15 March 2023
LinkedIn: 27 March 2023
Facebook: 29 March 2023
Google:
Structure: 3 primary campaigns
Targeted Keywords:
NonBrand
"healthcare management certificate online"
"healthcare management certification"
[healthcare management]
"healthcare management course"
"healthcare management degree"
"health care management online degree"
"master's degree healthcare management"
Brand
"rice university healthcare management"
"rice healthcare management"
“rice professional certificate healthcare management"
"glasscock school healthcare administration"
"rice university healthcare administration"
"glasscock school healthcare management"
"rice healthcare administration"
"rice healthcare management certificate"
Ad Previews:
Desktop
Mobile
Performance:
Non Brand
We see that the program is seeing good traction in ‘Texas’, but not so much in the remainder of the US.
This is reflective in both the CTRs, and conversion rate for respective campaigns.
Within ‘Texas’, although the leading metrics are doing well, the search volumes are low eventually generating less leads per day (avg. 1-2 per day).
Brand
The brand campaign has very a very good conversion rate and CPL, but again is limited by its search volume.
Other Campaigns:
In an attempt to scale lead generation from ‘Texas’, we experimented with ‘broad match’ keywords that help extend the potential reach of campaigns. The following keywords were bid upon under broad match:
healthcare management certification
healthcare management certificate online
healthcare management course
The performance for this campaign was poor compared to the primary campaign (targeting Texas), with a lower conversion rate, and high CPLs.
Facebook:
Campaign Structure: 2 primary campaigns targeting ‘Texas’ and ‘RoUS’ separately.
Targeting:
Ad Previews (Top 2 by lead volume):
Performance:
See that both Texas and RoUS have a similar performance in terms of leading top-level metrics like CTR, C2L, and L2A (Texas though is comparatively poorer, it could be on account of limiting the campaigns reach to just 1 state).
We are yet to see any paid conversions though on a base of ~150 leads.
LinkedIn:
Campaign Structure: 2 primary campaigns targeting ‘Texas’ and ‘RoUS’ separately.
Targeting:
Ad Previews:
Performance:
Similar to Facebook, we see that RoUS was generating leads at a lower CPL compared to Texas. This again could be due to the limited reach for only Texas.
We are yet to see any paid conversions down the funnel. (24 Leads, 1 App)
The campaigns have now been merged into one targeting all of US.
Plausible reasons for things not moving down the funnel:
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