The international ofﬁce and School of Business combined forces to enable increased overall spend and, to maximise its impact, we planned a campaign with bursts on Google and Facebook. These were timed to the lead up to various
in-country recruitment events, targeting both potential students and their key inﬂuencers over a seven-month period.
In addition we deployed programmatic advertising to reach speciﬁc target groups and placed a variety of advertisements, proﬁles, listings and banners on sites including Masters Compare, StudyPortals and the Complete University Guide.
The mix of media meant that Dundee was able to reach a number of different audience segments. This included those actively searching for opportunities (for example, through paid search) as well as the more passive, but highly targeted audiences (through programmatic and social media).
As expected, each medium delivered different results, with the education titles attracting fewer clicks and higher CPCs (£3.88 for Studyportals, £2.89 for Complete University Guide); but delivering the highest engagement levels with the longest average session duration rates at 4.29 and 6.45 minutes respectively. The trafﬁc from both media had average page sessions of over four pages.
In terms of volume, Google and Facebook together delivered over 84,000 clicks at competitive CPCs of £0.57 and £0.25 respectively, delivering on the goal to broaden the reach of the Dundee brand in key target markets.