15 Quick, Data-Driven Insights from Our Latest 40+ Paid Media Campaigns
In higher education paid marketing campaigns, success comes from more than just creativity—it’s about digging into data. By leveraging our suite of analytical tools, we sifted through the data of over 40 paid media campaigns from the last year to pull out some global insights. From what platforms are delivering the best conversions to the power of timing, these 15 insights will give you the inside track to fine-tune your next campaign.
1. Paid Search and Meta Lead the Way
Across the board, Paid Search and Meta consistently delivered the highest conversions (most often form fills or event registrations).
2. Paid Search Dominates for Well-Known Schools
Schools with established brands saw Paid Search outperform other platforms, especially when it came to graduate campaigns that featured specific programs.
3. Meta Continues to Shine
Meta remains the top conversion driver across all campaigns and helps drive down the overall cost per acquisition (CPA). Its ability to drive consistent conversions makes it a key platform for any higher education media campaign.
4. The Top Tactics Were…
Meta’s standout tactic was retargeting/lookalike audiences (RT/LAL), while Display campaigns excelled with contextual targeting—an interesting contrast in how these platforms work to engage different audience segments.
5. TikTok’s Traffic Boost
In campaigns where we included TikTok, the platform quickly became one of the top traffic-driving sources, generating significant traffic to campaign landing pages.
6. Display and Social: Awareness and Engagement
Both Display and Social were excellent for building awareness and engagement. Display ads delivered the lowest cost per thousand impressions (CPMs), while Social ads boasted the lowest cost per click (CPCs).
7. Graduate Campaigns: Niche and Effective
Our graduate campaigns generated the highest CPM, CPC, and CPA rates due to their smaller, more specific audiences. As a result, they also experienced lower click-through rates (CTR) and conversion rates compared to undergraduate-focused campaigns.
8. LinkedIn Builds Grad Awareness, Meta Delivers Conversions
While LinkedIn was effective for driving awareness in graduate campaigns, Meta consistently outperformed in overall conversions. (But the LinkedIn conversions were typically of higher quality.)
9. Display Drives Traffic, Meta Seals the Deal
Display campaigns were among the top traffic drivers to landing pages, but Meta was more successful in driving traffic all the way to the thank you pages.
10. Static, Animated, Carousel: What Won?
On average, the static ad unit generated the most conversions, especially ads that listed specific program offerings, had a clear call to action, or included an image.
11. Video Ads for Engagement
While static ads won in conversions, video ad units generated the highest levels of engagement—proving that videos are great for awareness.
12. Compelling Campus Imagery Works
Images featuring unique and beautiful campus shots, student work, and creative graphics drove more conversions than generic “student in classroom” or standard campus building shots. The more authentic and visually striking, the better. (Photo shoot time?)
13. The Power of a Great Program Page
When promoting a specific program, the program’s landing page on your .edu must be robust, informative, and visually appealing. When prospective students and their influencers wander from the landing page to your website, a well-designed page can make or break conversions.
14. Traditional Media Boosts Search Volume
Even in the digital age, traditional media like billboards or TV still plays a significant role in boosting paid and organic search volumes, especially when integrated into a broader marketing campaign.
15. Timing Is Everything
CPA was lowest in July and during the holidays. Summer and winter holidays are prime time for conversions. CTRs, CPCs, and CPAs were best in Q4 despite a higher CPM. And conversion rates were highest during Thanksgiving week.
These insights provide a valuable roadmap for shaping future campaigns. By leveraging the right platforms and tactics, optimizing timing, and fine-tuning your creative, you can maximize your impact and drive meaningful results. Want to dive deeper into these trends and see how they can work for your institution? Reach out to our team at CCA to learn how we can help you implement these insights in your next campaign!