This major, ANZ based, private education group needed to keep their eCPA under $100 while running enrolling activity in a condensed time period.
Because of the large range of courses on offer, the campaign success hinged on ensuring that the audiences were correctly matched to the relevant college courses.
MEDIATA opted for a blend of Packged Audiences, Lookalike Audiences and Retargeting.
Tracking pixels were placed, before the campaign start date, on each college homepage. This enabled MEDIATA to build up a picture of the disparate audiences needed for the Lookalike portion. This early pixel placement also built up a substantial Retargeting pool of users.
Through analysis of the pixel data and discussions with the client, a number of relevant Packaged Audiences were also selected. These included obvious choices such as ‘Career Minded’ and ‘Information Seekers’ as well as audiences driven by the pixel data such as the ‘Hip & Edgy’.
These audiences would all be reached through MEDIATA’s bespoke DSP platform.
The platform is designed to, through a blend of machine learning and ‘hands on’ optimisation, ensure that out of the thousands of variables that affect campaign performance, only the most relevant are targeted.
Results & Analysis
The campaign performed very well with 5 out of the 6 colleges performing under the target CPA.
The overall average CPA also fell under target at $98.23. While the CPC was monitored, it was only used in optimisation for the early stages until conversion data was being collected, at which point the DSP algorithm switched to the more relevant CPA metric.
The Packaged Audiences were a focus early on in the campaign. In time though, as the customer’s audience data grew in volume, spend was shifted to the Lookalike and Retargeting Audiences. Graph 1 shows the logic in shifting to the better performing audience products as they became available.
Graph 1: CPA Performance by Audience Product
The Packaged Audiences were still a key feature of this campaign. They facilitated an immediate campaign start – before pixel data collection was completed.
Graph 2 shows that, for the most part, the highlighted Packaged Audiences performed much better than the baseline. An interesting insight was how well the ‘New Parents’ audience performed – supposedly because people at this life stage are able to study from home.
Graph 2: Volume of Conversions by Packaged Audience
Finally, Graph 3 shows how conversion volumes grew steadily throughout the life of the campaign. This is due to the combination of sophisticated machine learning and human optimisation employed by MEDIATA on all campaigns.
Graph 3: Conversion Volume by Week
MEDIATA was the only vendor on the plan that managed to come in under the CPA target.