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How We Increased the ANU College of Asia and the Pacific’s Conversions by 125% with an International Campaign

The Australian National University (ANU) College of Asia and the Pacific aimed to promote its postgraduate courses across key Asian markets. Facing challenges in reaching prospective students, ANU College of Asia and the Pacific sought to leverage digital advertising to enhance engagement and drive enrollment.

Student Garden was engaged to execute a targeted lead-generation campaign, utilising our expertise in digital marketing to boost ANU College of Asia and the Pacific’s visibility and attract high-quality leads.

Expanding ANU College of Asia and the Pacific’s reach through international targeted campaigns

We focused on developing a comprehensive digital advertising strategy. The campaign aimed to generate a significant number of qualified leads for ANU College of Asia and the Pacific’s postgraduate programs and to establish the university as a premier destination for advanced studies in the Asia-Pacific region.

Key Objective
  • Generate high-quality leads interested in ANU College of Asia and the Pacific’s postgraduate programs.
  • Increase brand awareness in key Asian markets including China, Hong Kong, India, Indonesia, Malaysia, and Singapore.
Challenge
  • ANU College of Asia and the Pacific needed to effectively target and engage with diverse prospective postgraduate students across multiple Asian markets.
  • The university lacked the digital marketing expertise and resources to implement such targeted strategies.

1379

leads generated

6.47%

conversion rate

64 %

profiling rate

Services

Facebook Ads
Google Ads

The Team

Chamalee Karunanayake | Head of Customer Success
Sasa Atienza | Customer Success Lead
Santiago Garcia | Campaign Manager

Strategic digital advertising approach

To meet ANU College of Asia and the Pacific's objectives, we implemented a multi-channel digital advertising campaign utilising Meta (Facebook and Instagram) ads and Google ads. These platforms were chosen for their extensive reach and advanced targeting capabilities, enabling precise engagement with potential students.

  • Utilised Meta Ads to reach a broad audience base across demographics and interests within the target regions.
  • Advanced targeting options allowed segmentation based on location, demographics, interests, education level, and behaviour.
  • Visual and interactive ad formats helped showcase compelling creatives, driving awareness and engagement with ANU College of Asia and the Pacific's programs.
  • Employed Google Ads to capture users actively searching for information related to postgraduate studies.

Game-Changing Optimisations

Several key optimisations were implemented to enhance campaign performance:

Meta Ads:

  • Utilised first-party data to create Lookalike audiences, boosting conversion volume by 125% in 2024.
  • Began with broad audiences and progressively refined them, exiting the learning phase swiftly and maximising algorithm potential.

Google Ads:

  • Focused on high-intent keywords, ensuring efficient budget management and high-quality lead generation.
  • Implemented appropriate bid strategies at each campaign stage, consistently increasing lead volume while maintaining a healthy cost per lead.

“We leveraged insights from previous international campaigns to establish a robust campaign structure, engaging ad creatives, and a highly converting landing page. As a result, we achieved and exceeded the lead volume target from day one.”
— Chamalee Karunanayake
Head of Customer Success