University Studies Abroad Consortium
Helping students see the world
About the Client
The University Studies Abroad Consortium is a nonprofit organization that has been providing opportunities for affordable overseas learning to students across America for over 42 years. They offer fully sponsored programs to break down barriers to high-impact learning.
USAC believes that international education is crucial not only in instilling valuable skills but also in nurturing students to address global issues. That is why they strive to offer students of all economic backgrounds the space to become culturally engaged citizens of the world.
The Challenge
USAC came to Getting Attention because while they were recovering from the pandemic, they realized that they needed to utilize better marketing channels to get their message out. They had been trying to apply for the Ad Grant for a while, but kept getting rejected by Google and they needed help troubleshooting their application to get approved.
They wanted to use the Grant to target more students for their programs. With a lot of competition in study abroad keywords, they wanted to define themselves as unique in their focus on personalized and authentic programs that focus on true immersion rather than tourist traps and profits.
They also wanted to strengthen their fundraising by targeting more alumni and grassroots donations. These donations support scholarship programs and sponsored trips.
The Results
Ad Grant spend
$9,710
Clicks
7,790
Conversions
291
After walking USAC through a successful Ad Grant application, we immediately got to work structuring campaigns according to specific ad groups. This was important in targeting key audiences.
We created brand campaigns focused on promoting the USAC mission, which allowed them to show up on general searches for foreign learning trips. Next, we built campaigns targeting specific searches for each host country and its partner university in order to highlight the specialized programs, internships, and research opportunities in the USAC roster.
Lastly, we launched campaigns intended to expand their donor base and target alumni. These campaigns were partnered with the correct conversion tracking actions to keep an eye on how many people are clicking their donation links.
By creating highly relevant ads and correct tagging actions, we enabled USAC to hit the ground running with their Grant. In just six months, USAC was able to maximize their Grant spend and garner 1.79k unique clicks to their website and 291 conversions.
With the help of Getting Attention, these results have allowed them to continue nurturing the global education of students and provide more international learning resources post-pandemic.
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