• Diversity of Academic Programs: Boston Virtual has more than 20 academic programs, each with independent objectives and characteristics, which complicated the creation of segmented campaigns.
• High Acquisition Costs: Previous campaigns had a high cost per acquisition (CPA), which exceeded $8 USD per lead.
• Audience Mix: The campaigns directed traffic to a Audience mix which was not optimized for conversion.
• Excessive Creatives: The advertising content was Saturated with creatives, without a clear strategy that would connect with the target audience.
• Seasonality of the Academic Calendar: The academic calendar in Costa Rica imposed the challenge of Maximize the enrollment period in peak seasons, adjusting the strategy during off-season.

Solution

• Advertising Channels: We work with META and Google Ads, optimizing campaigns towards conversion objectives on the web and lead form.
• Segmentation by Faculties: We create specific landing pages by power to improve the personalization and relevance of campaigns.
• Testimonial Generation: We incorporate UGC (User Generated Content) and real testimonials from students for Retargeting.
• Automation and A/B Testing: We implement A/B testing and we set up campaigns with CBO by faculty, using advanced keyword segmentation.

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Creative examples

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Results

• Cost per Lead (CPL): We reduced the CPL of $8 USD At an average of $3.55 USD, improving the efficiency of campaigns.
• Qualified Leads: They were generated more than 955 leads qualified, helping the Boston sales team to achieve sales objectives.
• Conversion Improvement: Optimized campaigns with testimonials and relevant content achieved a higher conversion rate within retargeting campaigns.