413% increase in targeted conversions

Newcastle University partnered with Mediaworks to optimise its existing paid campaign through a combination of ad restructuring and real-time reporting.

Mediaworks successfully reduced cost per acquisition (CPA) while increasing traffic and target conversions from the same budget.

Newcastle University wanted to drive more ‘hard’ conversions while reducing their CPA, which at the time was too high.

However, the current account was not set up with best practice in mind – many of the terms were course-specific and had limited volume. Conversion tracking had also been set up incorrectly, leading to internal misreporting.

To improve Newcastle University’s paid activity, we needed to set about restructuring the account.

We restructured the account to make sure relevancy and quality scores were as high as possible, directing uses to specific pages based on their queries rather than generic pages that weren’t as relevant for them.

We further based the account structure on subject and location, allowing us to target users based on where they were and what they were searching for.

To solve the tracking misreporting, we also completed a review, addressing the issues and developing a bespoke reporting dashboard, including automated reporting at a course level, to ensure accurate tracking.

We also worked with Newcastle University’s internal paid search and social teams to help upskill and grow their knowledge of PPC.