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Targeted Facebook Campaign for Education-Focused Agency

By targeting a specific, niche audience of academic administrators for a downloadable guide on Facebook, we were able to achieve an impressive conversion rate and a low cost per lead for SE2, resulting in 19 valuable leads in just two and a half months.

Previous Challenges

SE2, a communications agency that specializes in helping clients make an impact at the heart of today’s most challenging issues—including education—wanted support to improve its audience targeting and lead generation.

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How We Helped

The agency created a guide to help two-year and trade schools appeal to Gen-Z. As the paid social advertising partner, we then launched a conversion campaign for the effort on Facebook. We targeted 30-65 years olds in the intermountain west region. We targeted academic administration, who also have a role in Marketing Communications and Recruitment.

12.3%

Facebook ad conversion rate

0.2%

CPC compared to RFP

Results and Future Plans

While the click-through rate wasn't exceptional (1.07% compared to the average of 1.5%), conversions from the campaign were well above average. The 12.34% conversion rate beats out the 9.21% average for Facebook Ads (all industries). Considering the form submission is a tough commit these days, that's an impressive conversion rate. Further, the leads that were generated have been highly valuable and are the exact target for the campaign.