Arden University

127% YoY increase in PPC enrolments

Impact Overview

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YoY increase in PPC enrolments

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YoY increase in lead quality

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Return On Ad Spend (ROAS)

About the Client

Arden University is the fastest growing online university in the UK, specialising in flexible, accessible, and career-focused online and blended learning programmes.

Arden offers courses in a wide range of subject areas including degrees in Business, Computing, Healthcare, Psychology and Law at under- & postgraduate level. These courses can be taken full-time or part-time, either completely online or via blended learning at one of its study centres in London, Manchester, Birmingham, Leeds, or Berlin.

Challenges

Increase direct enrolments for Arden using PPC as a core acquisition channel
Improve lead quality, thereby increasing the lead-to-application-to-enrolment conversion rate
Integrate course enrolments with PPC channels to enable optimisation at all levels of the funnel
Deep-dive into user intent at each stage of the funnel to fully understand the target audience and at which stage users are fully converting

Our Approach

Narrowed down user personas
Utilised paid search & display to support key stages
Determined bidding strategy
Implemented conversion value bidding
Assessed user likelihood to convert to enrolment
Continual analysis of complex queries to adapt strategy

Results

The PPC application target was exceeded by 25% in FY22.
Contributed towards all channels hitting application targets.
Our value-based bidding has shown a 127% increase in Google Ads query-tracked enrolments.
Arden is now the fastest growing university in the UK, helped by a comprehensive and data-led advertising presence across PPC platforms.