Driving International Admissions for a UK-Based University 

Background:

Client: A prestigious university based in the United Kingdom, seeking to increase international student enrollment for its various academic programs. The university aimed to attract inquiries from prospective students in countries such as Pakistan, India, UAE, and the GCC region.

Role: As a Pay Per Click (PPC) Specialist, my role was to design and implement a targeted PPC campaign to generate high-quality leads that would convert into student admissions for the university.

Problem:

The university faced challenges in reaching and engaging prospective students in these international markets. Despite having a strong academic reputation, their previous marketing efforts were not yielding the desired number of qualified inquiries. The university needed a more effective strategy to connect with potential students in these regions and convert inquiries into actual admissions.

Solution:

Market Research & Targeting: I began by conducting in-depth research to understand the educational aspirations, online behavior, and preferences of students in Pakistan, India, UAE, and the GCC areas. This research informed the development of highly targeted PPC campaigns tailored to each region’s unique cultural and educational context.

Strategic Campaign Setup:

Localized Ad Copy & Creatives: I created localized ad copy and visuals that resonated with the specific needs and motivations of students in these regions. The messaging emphasized the benefits of studying at a UK university, such as global exposure, quality education, and future career prospects.

Multi-Channel Approach: The campaign was run across multiple platforms, including Google Ads and social media channels like Facebook and Instagram, to maximize reach and engagement. Each platform’s targeting capabilities were leveraged to ensure the ads reached the most relevant audience segments.

Landing Page Optimization: I collaborated with the university’s web team to optimize the landing pages for conversions. This included adding region-specific content, testimonials from international students, and clear calls to action, making it easier for prospective students to inquire about the courses.

Budget Management: The campaign was carefully budgeted and adjusted based on performance metrics. Regular monitoring and optimization ensured that the budget was allocated efficiently across the different regions, focusing on areas with the highest conversion potential.

Results:

Lead Generation: The campaign generated approximately 5,000 inquiries from prospective students across the targeted regions.

Qualified Leads: Out of these, 2,228 were identified as qualified leads, indicating a high level of interest and alignment with the university’s admission criteria.

Admissions Success: The efforts led to over 700 confirmed admissions, significantly boosting the university’s international student enrollment.

Cost-Effectiveness: The strategic allocation of the budget ensured that the cost per acquisition was kept low while maintaining high lead quality, demonstrating a strong return on investment for the university.

Actual Account

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