Let's talk?
Case studies
Universidad Europea
Operating a lead generation model in education has always been a challenge from the perspective of end-to-end optimization. The customer journey jumps from online to offline and the purchase cycle takes several months to finalize an enrolment. Our Target CPA algorithms can only guarantee a control over the cost per lead and do not ensure qualified leads and therefore final enrolments.
“Thanks to optimising towards high value customer leads in Smart Bidding with Gauss Smart Advertising, we are able to truly align marketing campaigns with our internal goal of new enrolments. I am proud to see the results from the effort my team, Making Science and Google have put together in the project”
Chus Lozano Alabarces, Head of Paid MediaThe Company
Universidad Europea is one of the leading private universities in Spain and the number one in terms of students with more than 20,000 from all the continents. Located in Madrid, Valencia, Canarias and Lisboa, Universidad Europea provides best in class higher education thanks to its unique and innovative academic model and its robust offering, that ranges from graduate to postgraduate face to face, hybrid and online programs.
The Challenge
Universidad Europea wanted to transform its strategy to align marketing campaign goals with their final student enrolment goal.
The Aproach
Together with Making Science and Gauss Smart Advertising, they accomplished their objective by implementing 3 actions:
- End to End measurement of final enrolments integrating 100% of offline program enrolments
- Real time ad-hoc machine learning algorithm to predict which leads will redeem the highest probability to convert into final enrolment
- Leads are bucketed into 5 segments and assigned values based on the probability to a final enrolment. These values are captured in real time by the OGT (One Google Tag) and used in a predictive Value Based Bidding bid strategy
Experiment setup: 50/50 Cookie Split Draft and experiment. Test optimizing towards tROAS using the lead bucket scoring. Control optimizing towards tCPL using all leads. Same conversion action used in Test and Control.
The Results
- Universidad Europea Generated +80% more final enrolments decreasing final enrolment CPA by 47%
- Universidad Europea achieved +20% incremental qualified leads at -22% CPA in an already super-optimized campaign (tCPL working for long time)
- Universidad Europea reported +23% tROAS (bucketized lead scoring value) in Google Ads
- The share of qualified leads increased in 6 ppt vs total leads
- Gauss scorer predicts Qualified leads with 3X times more Conversion Rate
Let’s level up your company, together 👋
Raising, Making Science Technology Division, founded from the fusion of business expertise and data science to create AI-powered products to optimize clients' marketing strategies and platform performance.