Overview
AMDA is a nationally recognized college of performing Arts with locations in LA and NY.
Challenge
AMDA had recently been running ads through an agency with the "Set it and forget it." mentality. Their campaigns required constant upkeep, new launches, and testing to efficiently use their large ad budget to promote their complicated enrollment schedule. Each platform and campaign needed complete overhauls and restructuring. Retargeting was non-existent, keyword and copy testing weren't being done, and campaigns were not organized in a way that easily communicated actual results.
Approach
A complete restructure of all campaigns was necessary to create better learning for all platforms and to follow their complicated enrollment schedule better. Instead of putting all cities and countries into one campaign and letting it run, I separated each location into regions since historical data suggested specific regions followed different trends. The change was monumental. In addition, with consistent creative testing from single images to carousels and videos, I now developed a formula for success for all campaigns launched in the future.
Results
Not only was I able to decrease their cost per lead while increasing their lead velocity, but the quality of leads increased, the results and new tracking implemented made more sense, and the gaps in retargeting closed completely. AMDA considered cutting their ad budgets by over half until they were shown their campaigns could be a powerful weapon!
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