Project Overview

In an effort to add more teachers to their staff, AIU was looking to attract qualified teachers, educators, and other professionals located, or looking to locate, within a 50-mile radius of the county. Using an omni-channel approach, M:7 Agency strategized and executed a digital advertising campaign including display ads and paid search ads. We also supported the campaign using Out-Of-Home (OOH) advertising such as bus wraps and billboard ads. 

Our display ad strategy consisted of targeting employees of top competitors using AMB targeting, third-party segments, lookalike audiences, and browsing audiences. Additionally, we implemented a retargeting campaign to reach users who clicked an ad but did not complete any further desired actions. 

Prior to launching the campaign, we generated a forecast report to provide the client with an estimated effectiveness. Key performance metrics for this campaign included reach, impressions, clicks, CTR, top audience segments, and time spent on the landing page. Featuring 15 ad creatives emphasizing the brand and were optimized for different channels, platforms, and devices, the campaign aimed to drive application submissions from which we would create an additional audience segment to analyze demographic profiles. 

Our paid search ad strategy involved targeting search terms that matched job descriptions and displaying tailored search ads corresponding to the specific search terms and job postings. We included broad modifiers, such as location, in the copy and search terms to refine targeting. Additionally, we implemented a list of negative keywords to ensure ads were only shown to the intended target audience. Key performance indicators for this campaign included impressions, clicks, CTR, bounce rate, and ad quality score. Similar to the display campaign, application submissions were the desired conversion point.

To monitor the effectiveness of the campaign, we provided two weekly interactive reports that effectively conveyed the campaigns’ performance metrics and conversions. We also scheduled bi-weekly conference calls to provide insights and recommend adjustments to optimize each campaign.