CASE STUDY: UNC Kenan-Flagler
Using Google Betas to Deliver Lifts in Lead Volume
About
- The University of North Carolina Kenan-Flagler Business School’s Master of Accounting program offers graduate-level degrees in accounting in both on-campus and online formats. The program is consistently ranked highly by reputable sources such as U.S. News & World Report and LinkedIn.
Challenge
- Increase lead volume from users interested in pursuing a Master of Accounting degree with media tactics beyond the existing search and display campaigns.
- Increase efficiency (cost-per-lead).
Approach
- Launched a Google Ads Discovery campaign with a lead form extension (in beta) to expand reach and frequency, increase placements, and ultimately generate more leads.
- Monitored campaign costs to ensure that, at minimum, collected leads were as efficient as existing media tactics like paid search.
- Collected new leads at regular intervals and delivered them to the client for implementation in their CRM.
Results
More leads YoY
0
%
Lower CPL YoY
0
%
Leveraging the data and learnings from the Google Discovery lead extension beta test, we’ve successfully deployed this tactic to numerous other client campaigns.
