The University of Virginia School of Continuing and Professional Studies (UVA SCPS) provides online and in-person certificate and degree courses in a variety of concentrations for working professionals. While Marketing Mojo had worked with UVA SCPS for many years managing its Google Ads and Facebook Ads, SCPS had been managing its LinkedIn ads in-house. When that employee left the school, SCPS asked Marketing Mojo to integrate LinkedIn ad management into our digital advertising management work.
Marketing Mojo began by auditing the current state of the LinkedIn account. Identifying opportunities for improvement, the team decided to start fresh with new campaigns to further refine targeting necessary to reach specific audiences for each degree program and certificate.
In revising the targeting and tightening the focus for the various program campaigns in LinkedIn, Marketing Mojo was able to increase the conversion rate by 185.52% and reduce cost per conversion by 38.98% year over year. The Public Administration program saw the greatest improvements with a 573.30% improvement in conversion rate and a 74.01% improvement in cost per conversion year over year.