YouYaa worked with the University of Derby team to help them set achievable goals for an initial 6-week campaign, and provide full training and account management support to help them understand programmatic advertising and how to manage the platform themselves. A CPA target of £50 was set, with a candidate acquisition target of 500. Three distinct tactics were also employed to help precisely target the right groups:
Targeting Students
Targeting prospective students themselves was a key part of the campaign. It was decided to specifically target those aged between 18-24 years old, in particular UK cities and regions (for example, Liverpool & Birmingham, as well as specific London boroughs). Contextual targeting was also employed, to target prospective students with an interest in college, career advice, career planning, job search, education, news, style & fashion and sports websites.
Retargeting
The majority of web traffic doesn’t necessarily convert, so the team decided to also use retargeting for visitors to the University of Derby website who did not register or sign-up for additional information.
Parent Targeting
It was also decided to target the parents of prospective students as part of this campaign, as they will a major influence over the choice of university for their children. University of Derby looked to target two specific age bands – 40-54 and 55-64, who look at business, education, careers, news, personal finance, travel and automotive websites. Geographical targeting was also employed, identical to that for prospective students.