MBRSG promoted its leadership and executive education programmes using Google, Facebook and LinkedIn advertising.
Results at a glance: MBRSG’s cross-channel campaign generated 3.54 million impressions, 39,178 ad clicks, 21,948 website visits and 40 registrations. Google Ads produced 36 of the registrations, while Facebook and LinkedIn added reach and assisted people who returned through later touchpoints.
About MBRSG:
“The leaders of tomorrow are our focus and the foundation of the future. Our duty is to advance their skills and knowledge to continually enhance the quality of public administration.” HH Sheikh Mohammed bin Rashid Al Maktoum
Launched in 2005 under the patronage of His Highness Sheikh Mohammed Bin Rashid Al Maktoum, UAE Vice President, Prime Minister and Ruler of Dubai as the first research and teaching institution focusing on governance and public policy in the Arab world. The School aims to support good governance in the UAE and the Arab world, and build future leaders through an integrated system offering education and training programs, as well as research and studies.
Background:
MBRSG has been doing print, newspaper and social media marketing for some time. They wanted to explore their reach with online advertising and measure the impact of their advertising efforts. They approached Leads Dubai and a marketing strategy was planned.
Objectives:
Increase awareness & get more student registrations for the Arab Leadership Program & Open Data through online marketing.
Marketing Channels: Paid Advertising through:- Google Search Ads
- Google Banner Display Ads
- Facebook Advertising
- Linkedin Advertising
Strategy & approach:
- Good use of landing pages and the shorter form fields were used in order to maximize the registrations.
- With Facebook, we ensured the Arabic language ad set and employment category of government and leadership roles in senior positions
- With Linkedin Advertising, we used sponsored posts to show up in the newsfeeds of senior management in the right countries
- Since most programs were in the Arabic language - separate Arabic campaigns and creativity were done in GCC in order to attract the right audience.
- We initially advertised on all platforms and then narrowed it down to the best performing channel in terms of high registrations.
- Since using multiple marketing channels it was important to track conversions data with google analytics.
- Use of top conversion path in multichannel funnel reports told us about the different stages of the journey a user went through before registering
- It was important to make sure that the ads were visible on the right platforms to complete the registrations.
Key tools used:
- Google Search & Display Campaign Settings
- Keyword Match Types & themes
- Google Analytics Goals, Conversion Path,
- Remarketing Features
- Keyword Planner Tool
- Tag Manager - Conversion tracking
- Facebook Ads Manager
- LinkedIn Campaign Manager Platform
Attribution model and online customer journey
Results:
- Campaign Duration was September 14 - December 4. 2015
- 5+ million people saw MBRSG Ads & 21000+ new users visited the website in 3 months.
- 112 people clicked the call button on their mobile to call mbrsg office.
- The majority of registrations came from UAE followed by Saudi, Egypt, Algeria, Tunisia, Jordan, Morocco, Sudan and others.
- Display advertising banner ads campaign from google gave maximum traffic and registrations.
- The Top conversion path report highlights that a user doesn’t convert more in the first visit. They come to MBRSG site through different sources and are converted later. The advertising campaign helped these conversions.
| Channels | Impressions - Views | Ad Clicks | Web Traffic | Registrations |
|---|---|---|---|---|
| Google Ads | 2,424,651 | 15,893 | 14,636 | 36 |
| Facebook Ad | 871,487 | 22,893 | 6,920 | 2 |
| Linkedin Ads | 244,159 | 392 | 392 | 2 |
| Total | 3,540,297 | 39,178 | 21948 | 40 |
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Cross-channel digital advertising questions
Google Ads generated 36 of the 40 registrations recorded in this campaign. Facebook and LinkedIn contributed reach, website visits and additional registrations as part of the wider customer journey.
Search captures people actively looking for a programme, while social and professional platforms can introduce it to relevant audiences earlier. Consistent conversion tracking is needed to understand direct registrations and the channels people used before returning.
The reported channel table records 3,540,297 impressions, 39,178 ad clicks, 21,948 website visits and 40 registrations across Google, Facebook and LinkedIn advertising.
