Enhanced segmentation inspires greater interest in renowned university.
With the extremely competitive landscape among top schools threatening Columbia University's efforts to drive new student inquiries, the renowned institution turned to AMP Search.
Analysis of historical paid search data uncovered a real opportunity for Columbia to gain competitive advantage through enhanced segmentation. By restructuring keywords, messaging and search buying strategies by geography and search intent, AMP believed Columbia could reach more students more efficiently.
AMP implemented a new paid search strategy focusing on two core components: expanding the keyword list based on prospective student search behavior and organizing terms into geographically targeted categories. To improve performance analysis, AMP also implemented a performance tracking solution and set clear benchmarks and target goal metrics.
AMP Search reduced cost per acquisition by 22% within the first three months and tripled the number of new online applications tripled during that same period.