Cranfield University

Case Study 0350: PPC

Cranfield University’s world-renowned School of Management challenged us to increase the number of signups for programme brochures. We were happy to oblige!

The ChallengeAs part of the syllabus launch each new

academic year, Interdirect uses well targeted

Pay Per Click campaigns to generate

awareness of specific programmes run by

Cranfield School of Management. The aim

is to help to increase the number of course

enquires and hence bookings.

The WorkIn order to maximise ROI, we created a hard-

hitting PPC strategy based upon intensive

keyword research, ad copywriting and strong

calls-to-action. We ensured that the account

delivered the best possible results by:

• Tracking myriad conversions on multiple

landing pages, so that we could measure

just how well we were doing

• Changingandtestingdifferingconversion

tracking types in order for us to monitor

the success of various landing pages

• Monitoring keyword bid management to

ensure that the ads were always displayed

above the fold of the page on page 1 of

Google’s search results

• Consistently checking our keyword

researchtoensureCranfieldSOMkeptup

with latest trends in higher education

• Optimising conversions by monitoring and

refiningadstoensureahighclickthrough

rate was achieved. New ads were tested

and enhanced in order to maintain the

good CTR

All other aspects of best practice in

managing a typical PPC campaign were

alsocarriedoutincluding:refiningkeyword

match assignment, utilisation of ad

extensions, location targeting, ad scheduling,

definingappropriatewebsitesforadstobe

shown on the Display Network and device

management.

Established in 1967, Cranfield School of Management

is one of the oldest and most reputable business

schools in the UK. The school is part of Cranfield

University, the UK’s only wholly postgraduate

university, and it is constantly ranked amongst the

top five UK business schools by the Financial Times.

2012

• Ads were served nearly 4.5 million times

in the search results for the Executive and

Team coaching programmes appearing in

positions 1 or 2

• 43 conversions/signups were made

for the Logistics and Supply chain

programmes spanning over a two-month

period

2013

• 36 conversions/signups were completed

for the Logistics and Supply chain

programme over a two-month duration

• PPC sent nearly 6,500 additional clicks to

specific programme landing pages

PR . Digital . Design . Marketing . Search & Social

With only a relatively small investment, spanning a two-year period, Cranfield School of

Management saw the following results:

The Difference