Ascedia kicked off the social advertising program with a test campaign on Facebook for an open house. This test proved that a small investment in social media advertising could lead to big results. While there were more than twice as many sessions from the Google display ad, the Facebook ad had twice as many conversions for the same ad budget.
This successful test led Gateway to expand its efforts with Facebook for a fall enrollment campaign, with impressive results.
||Google Display Network
|Time on Site
For a spring enrollment campaign, Ascedia used Instagram to reach the 18-24 age group. While Instagram had a low number of sessions, the conversion rate was the highest across all networks at 9%. Furthermore, 95% of Instagram sessions were new, indicating a fresh set of prospects for Gateway.
Gateway continues to leverage Facebook and Instagram as part of their digital advertising mix, and has seen significant traffic increases from a small budget. Gateway’s Facebook advertising strategy includes carousel ads, which have been particularly effective at highlighting the broad range of educational programs available through Gateway – multiple images allow a single ad to showcase the different programs and inspire viewers to click through and learn more.