Memorial University boosts student recruitment with Google Ads

Memorial University of Newfoundland (MUN) offers certificate, diploma, undergraduate, graduate, and post-graduate programmes. Seeking to reach and recruit potential students for their annual campaigns, MUN enlisted MediaNet to bolster their Search Ads program. Following a comprehensive audit, account remodeling, and revamped approach to campaign optimizations, MUN saw immediate performance lift, resulting in a 55% lower eCPA.

Lift in conversion rate

12.2x

Reduction in eCPA

55.2%

Increase in conversions

2.1x

Goals
  • Expand online visibility at scale among prospective students
  • Drive an increase in application volume across core educational disciplines
  • Achieve higher ROI through more efficient Search campaign management
Approach
  • Conducted a comprehensive Search audit to identify and apply account hierarchy and organizational improvements
  • Built a streamlined always-on Search media program from the ground up: strategic keyword selection, high-impact/high-relevance ad copy, campaign and account structure, tactical planning & budget weighting
  • Developed a custom self-service analytics dashboard to equip the MUN marketing team with easy access to real-time insights
  • Activated a strategically evolved approach to campaign management, optimization & analytics tailored to core program types
Results
  • 12.23x greater avg. conversion rate
  • 55.23% lowered avg. eCPA
  • 2.1x increase in conversions

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