The Situation
With 13 campuses running social on Facebook and Instagram, and new campus openings in the pipeline, Galen needed to manage social placements and spend more effectively across campuses. They tasked &well with managing their paid social media campaigns across all markets.
The Solution
Using insights from the platforms, &well reallocated media budgets across all tactics and reduced spend on social. &well also identified the highest performing ads in each market and paused lower performing tactics to ensure media dollars worked harder.
Campaigns were custom-curated to ensure the most effective creative messaging delivered the highest possible lead volume. After reducing the number of creative tactics running from 10 to 2-3, testing alternate creatives and CTAs, improving targeting and ongoing optimizations, Galen started to see increases in website traffic, leads and overall decreased CPL.
The Results
Galen transitioned the social account over to &well at the end of Q4. All but two markets increased lead volume quarter over quarter, and all markets decreased in cost per lead. There was a 55% lift in social traffic to the website from Q4 to Q1, and a 20% conversion rate from leads attributed from Facebook/Instagram to actual enrolled students, compared with the 10% conversion rate for all other tactics.
CONVERSION RATESFROM SOCIAL MEDIA LEADS
0
%
YoY INCREASE INSOCIAL TRAFFIC TO WEBSITE
0
%
REDUCTION IN CPLIN PRIORITY MARKET
$
0
