NZ Tertiary Education: Account Restructuring Strategy

A strategic restructuring of a New Zealand university’s search campaigns delivered exceptional results: 207% increase in clicks and 57% lower cost-per-click, while providing enhanced budget control and granular program-level performance insights.

Client Brief

Elevate search visibility, optimise keywords, ads, landing page relevance, and implement comprehensive measurement frameworks for a leading New Zealand university.

Our Approach

Executed an account restructuring that empowered individual departments (Business, Arts, Sciences) to allocate distinct budgets through dedicated campaigns for each academic program, with strategic segmentation between undergraduate and postgraduate offerings.

Campaign Structure

Insights The university’s campaign architecture established a multi-tiered framework:

  • Level 1: Faculty-specific campaigns (Business, Arts, Sciences)
  • Level 2: Program-dedicated campaigns within each faculty
  • Level 3: Degree-level segmentation (Undergraduate/Postgraduate) This strategic structure facilitated precision budget allocation aligned with enrolment priorities and program revenue potential.

Implementation Details

  • Established precise, quantifiable metrics for rigorous campaign performance evaluation
  • Implemented program-specific bid strategies calibrated to each discipline’s competitive landscape
  • Enabled agile budget reallocation based on realtime performance indicators.

Goal Implementation

We developed conversion goals precisely tailored to each program’s unique student journey, incorporatng program-specific PDF downloads, customised information request forms, application initiation touchpoints, and completed application submissions.

Results

  • 207% Increase in clicks
  • 96% growth in CTR
  • -57% reduction in CPC
  • 31% increase in cost

The strategic restructuring of the account yielded substantial improvements in quality scores and performance metrics. This data-driven approach empowered the client to make informed decisions and optimise resource allocation, driving exceptional results.

The success of this project showcased our team’s ability to identify areas for improvement and execute effective strategies that deliver tangible value. This achievement reinforces our commitment to continuously enhancing the performance of our clients’ digital marketing efforts.

Share this article