The Challenge
Laureate Education, a leading global network of higher education institutions, operates two prominent universities in Latin America: UVM and Unitec. These universities offer a wide range of programs designed to empower students and prepare them for success in their chosen fields.
Faced with increasing competition in the education sector, Laureate Education needed to expand its online advertising reach to attract more potential students. The challenge was to identify and implement new, effective channels without sacrificing the performance of their existing marketing strategies.
The Objective
Laureate Education's objective was to diversify its online advertising portfolio, generating a significant increase in qualified leads for UVM and Unitec, ultimately driving higher enrollment numbers. This expansion had to be achieved while preserving the efficiency and ROI of their current media mix.
The Strategy
Laureate Education, with strategic support from Microsoft Advertising and Aleph, implemented a targeted lower-funnel strategy using Microsoft Ads. This approach focused on reaching individuals who were further along in their decision-making process, actively researching and considering higher education options. By leveraging Microsoft's sophisticated targeting capabilities, including in-market audiences, remarketing, and keyword targeting, UVM and Unitec were able to connect with highly qualified prospective students. This precision targeting ensured their advertising efforts were reaching the most receptive audience.
The Results
The lower-funnel Microsoft Ads strategy delivered exceptional results for both UVM and Unitec:
Significant Lead Growth: Over 15,000 incremental leads were generated, representing a substantial increase in potential student inquiries.
Cost-Effective Acquisition: The cost per acquisition (CPA) remained below the market average, demonstrating the efficiency and ROI of the Microsoft Ads campaign.
Higher Conversion Rates: The targeted approach resulted in a higher conversion rate, indicating the effectiveness of reaching highly qualified leads.
Increased Investment: Due to the outstanding performance, Laureate Education significantly increased their advertising investment with Microsoft, solidifying their position as the top education advertiser in Microsoft Latam.
"Microsoft Ads has been key to reaching high-quality leads efficiently, driving incremental results for our universities."
