Boosting University Enrollment with Full-Funnel Digital Advertising

The University of Wisconsin-Whitewater (UWW) is a leading public university committed to providing high-quality education across a range of disciplines. Known for its innovative programs in fields like Computer Science, Cybersecurity, Nursing, Engineering, and Financial Technology, UWW aimed to expand its student base by enhancing digital visibility and engagement.

The Opportunity:

UWW sought to increase awareness and drive prospective student engagement for several academic programs through a 90-day test campaign. The goal was to target potential students with specific demographic and behavioral traits, encouraging them to explore program offerings and ultimately apply. The challenge was to effectively use digital channels to reach high-intent prospects while managing budget efficiency across diverse academic programs.

Granular’s Solution:

Granular implemented a comprehensive full-funnel digital advertising strategy, running for a 90-day data-driven test. The approach was structured to maximize reach, engagement, and conversions through a combination of awareness and intent-based tactics.

Key Tactics Included:

  • Top-of-Funnel Awareness:
    • Display Ads across premium networks like ESPN, NY Times, and The Weather Channel.
    • Native Ads embedded within relevant content streams.
    • YouTube Video Ads targeting education-focused content.
  • Mid-to-Lower Funnel Engagement:
    • Google Search Ads targeting high-intent keywords specific to each program.

Targeted Programs:

  • Computer Science & Cyber Security
  • Nursing
  • Engineering
  • Banking & Financial Technology

 

Full-funnel Digital Strategy:

This campaign demonstrated the power of a full-funnel digital strategy, effectively driving awareness and engagement while capturing high-intent prospects through Google Search. Strong performance in Computer Science & Cyber Security and Nursing highlights the importance of program-specific targeting, while insights from Native Ads and Banking & Financial Technology suggest opportunities for creative refinement and audience optimization. Moving forward, strategic adjustments including increased search investment, creative testing, and expanded program reach will help maximize future campaign impact.

The Results:

Overall Campaign Performance:

  • 7.15M Impressions
  • 1.62M Unique Users Reached
  • 35,803 Website Visits
  • 0.50% Blended Click-Through Rate (10x industry benchmark)
  • 81% Video Completion Rate
  • 2,412 Total Conversions

Program-Specific Highlights:

Computer Science & Cyber Security (Top Performer)

  • 15,361 Clicks 
  • 6.46% CTR on Google Search (exceeding 3.78% industry average)
  • 1,133 Conversions
  • 33 ‘Apply Now’ Conversions

Nursing (Highest Conversion Rate)

  • 6,039 Clicks
  • 9.61% CTR on Search (best among all programs)
  • 541 Conversions
  • 4% Conversion Rate

Engineering (Strong Engagement, Niche Audience)

  • 5,109 Clicks
  • 1.25% CTR on Display Ads
  • 272 Conversions

Banking & Financial Technology (OptimizationA Opportunity)

  • 9,294 Clicks
  • 9.54% CTR on Search
  • 466 Conversions
  • Opportunity identified to improve targeting and creative strategy

Questions?

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