When we first started creating ads for JCCC, we had to get creative in how we could entice prospective students in different demographic groups. For some potential students, we knew that the cost of college was what was holding them back, so we decided to highlight prices in our headlines, descriptions, and graphics. Working with ActOn landing pages would be able to reflect the same information for brand consistency while boosting quality score within Google and improving conversion rates for the college.

JCCC also wanted to target people who are no longer considered college age but never attended college or were interested in exploring a new career. Using Google’s audience targeting and our own research, we found these people and helped them find the right courses at JCCC.

In addition, we created numerous campaigns with different goals. By offering multiple campaigns, we were able to better tailor each ad to each type of potential converter. We were able to create very specific landing pages and ad copy, which led to better conversion rates and more students enrolling at JCCC.

With our conversion tracking, we make sure to identify every possible conversion and make sure it is properly tracked in analytics so we can optimize the account at a very high level so JCCC knows exactly from which source their leads came each month.