Education
Paid Media
35% Improved Conversion
ITM PGDM: Funnel Optimization
Achieved a 35% improvement in conversion rate while significantly decreasing Customer Acquisition Cost (CPA) through relentless campaign optimization.
The Client
ITM Group of Institutions offers premier PGDM programs. They needed to optimize their digital acquisition funnel to attract high-quality students while managing costs effectively. The goal was to decrease CPA and increase admission numbers simultaneously, ensuring higher efficiency across their lead generation engine.
The Challenge
Decrease CPL
Decrease the Cost Per Lead (CPL) which was impacting overall marketing efficiency across paid search and social channels.
Increase Admissions
Increase the total number of admissions, requiring a scalable lead generation engine that didn't sacrifice quality for volume.
Our Approach
Strategic Optimization
01
High-Frequency Changes
Executed between 3000 to 4000 monthly changes in the campaign, relentlessly testing and optimizing keywords, ads, and bidding strategies to find the winning formula.
02
Feedback Integration
Collaborated closely with the call center and counseling team to understand lead quality issues and rectified them at the campaign level in real-time.
Campaign Results
Measurable impact on acquisition efficiency and enrollment growth through data-driven refinement.
Conversion Rate Improved
35%
Significant uplift in lead-to-enquiry ratio.
CPA Reduction
₹900
Reduced from ₹1500 through better targeting.
Quality Score
9/10
Maintained exceptionally high ad relevance scores.
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"Improved conversion rate by 35% by discussing with the call center/counselling team, taking feedback to understand lead quality issues and rectifying them at the campaign level."
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