Challenge:
OSU Admissions needed a dedicated effort to target students in California in order to increase leads from out of state students. Limited media spend made it difficult to effectively reach audience via standard content network ads.
Strategy:
Geo target ads so they run in California only in order to manage spend. Target YouTube to reach appropriate audience and demographic. Run in-video and companion banner ads so that the ads only show together for higher click through rates.
Results:
•Click through rates were 720% higher than the average CTR for display and text ads on the content network.
•Cost per click was approximately 50% cheaper than the AdWords content network.