Increasing traffic for freshmen recruitment page with customized targeting
Sungshin Women's University Continuing Education Center
Dable is a solution for marketers facing difficulties with their marketing campaign.
Every year, there were many concerns on promoting freshmen recruitment and attracting potential customers to websites. Sungshin Women's University Continuing Education Center was able to execute a strategic campaign using Dable, and their Native Ad was proven to be effective in increasing website visits by potential customers.
Team leader Park Kwanyoung | Sungshin Women's University Continuing Education Center Management Team
Challenge
Increasing traffic
for freshmen recruitment page
With the new school year in 2021, we wanted to promote relevant content to potential customers and increase traffic to our freshman recruitment page. Due to the nature of the majors of cosmetology and flower plastic arts science, it wasn't easy to find potential customers through general banner advertisements. Dable analyzes the consumption content and behavioral patterns of media site visitors to expose advertisements based on personal interests. Also, since the advertisement exposure area is a recommended content area, we determined that this would induce natural incoming traffic of potential customers.
Solution
Finding potential customers with customized targeting
The target itself was not wide, so we first utilized the content itself as the main targeting tool, and supported this with the detailed targeting provided by the dashboard. The advertisement content utilized images of female models for its thumbnails considering the fact that the targets were female office workers in their 20s and 30s, and focused on indirectly expressing the result they can achieve through the corresponding curriculum. Since the advertisement copy should be able to induce the office workers to click the advertisement, we adopted a content-type copy such as “Can office workers get a bachelor's degree in OO?”, “Story of OO challenge by a career woman” to inspire the curiosity of potential customers. For detailed targeting, gender targeting was applied to only expose the advertisement to the applicable gender, and interest targeting was also utilized to expose the advertisement first to targets who have been showing a high level of interest in degrees, flowers, flower arrangement, etc. After the advertisement went live, the function of CPC bidding by media depending on performance was used for the efficient operation of the advertisement.
Results
Low CPC and increased traffic
We have recorded a CPC which is 20% lower than other platform banner advertisements
and increased the traffic for the freshmen recruitment page by 50% compared to the time before the Dable advertisement was utilized.
We have efficiently secured valid coverage through differentiated CPC bidding by media.
20%
20% lower CPC than other platform
50%
Traffic increased by 50%