Looking beyond clicks in university eCampus marketing.
In an education marketing role, I worked on paid acquisition for online university programmes, where a useful conversion journey runs well beyond a website visit.
Google Ads & Lead Generation
What needed to work better?
A campaign can generate traffic and prospectus requests while leaving important questions unanswered. Which enquiries are useful? What happens when they reach the CRM? And what should happen before a student applies?
What I worked on.
- Reviewed campaign performance against business goals rather than looking at clicks alone.
- Checked UTM parameters, conversion tracking and attribution handoffs.
- Diagnosed campaign targeting inconsistencies and reporting discrepancies.
- Considered how landing pages, follow-up and admissions work together.
What came out of the work?
Produced campaign reviews and recommendations covering targeting, measurement and the route from an ad click to a prospectus request and follow-up. The work focused on turning account data into useful campaign and follow-up decisions.
The bigger picture.
Better decisions require seeing where prospective students move forward, and where the journey slows down.
Could a similar approach help your business?
Tell me about your project, where the work gets stuck and what a better result would look like.