TCS Education System

Summary

Restructuring AdWords helped TCS Education System, a nonprofit system for colleges, increase college enrollments at a lower cost.

Goal

Drive increased enrollments with Paid Search.

Solution

TCS’s Cost Per Lead (CPL) with Paid Search was inefficient leading to a higher cost per lead, which resulted to missed goals and opportunities. They needed to re-engineer the Paid Search efforts to drive scalable enrollments at an efficient CPL. Mason Interactive performed a complete audit and analysis of their AdWords account and historical results. Mason then began to put together a new strategy to lower the CPL. An account restructure was an important first step. Prior to the Mason Interactive partnership, a significant amount was spent on inefficient keywords and match types that were grouped within the same campaign. Segmenting match types by campaigns and tightly grouped themes, Mason was then able to allocate budget to the most scalable campaigns, becoming extremely efficient. In addition to this restructure, Mason leveraged automated bidding algorithms to focus on CPL target goals. Remarketing efforts played an important final role in their Paid Search success, recapturing visitors who had previously shown interest at a lower Cost Per Click (CPC). Once promising results starting rolling in, landing page testing was a crucial factor in converting prospects at a lower CPL.