NextStudentPay-Per-Click Advertising

NextStudent, one of the nation's premier education funding companies, had significant traditional and direct mail programs in place when they came to Mighty Interactive. They desired an equally sophisticated online strategy to maximize their Web presence. Through a series of in depth strategy sessions and research efforts Mighty Interactive helped NextStudent define their online objectives and create specific tactics to reach NextStudent's online potential. In a channel with fierce competition, NextStudent needed to achieve more online leads at a much lower cost per lead.

After developing a benchmark assessment of competitors and current search engine positions for NextStudent, Mighty initiated an online strategy with an extensive Pay-Per- Click (PPC) campaign. The PPC campaign set up involved detailed keyword selection and keyword expansion in addition to deploying a highly specific tracking system to evaluate conversion by individual key word. Bids were monitored hourly to maximize budget efficiency and text ads were updated regularly to ensure fresh copy.

Landing pages were created to send visitors directly from the ad to a specific, targeted page ensuring optimal user experience and narrowing the lead generation funnel.

Results

In three months, NextStudent:

• Online lead generation went from 5% to 60%
• Cost per lead was reduced by approximately 600%