After several acquisitions, and solid organizational growth, TCS Education System approached Mason Interactive to help them use paid search to drive increased enrollments for TCS’s colleges.
Building a larger community with Paid Search
increase in enrollments
increase on conversion rates
Grow better together
TCS Education System is a nonprofit system of colleges advancing student success and community impact. Founded in 2009 on the fundamental belief that collaboration allows us all to “grow better together,” TCS operates with the shared purpose of preparing innovative, engaged, and purposeful agents of change to serve the global community.
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.
A perfect outcome
With Mason’s AdWords account restructure, in conjunction with advanced bidding, remarketing, and landing page optimization, TCS achieved their goal of driving more leads at a lower cost.