CLAREMONT LINCOLN UNIVERSITY
Digital Strategy for Sustainable Enrollment Growth
The Goal
Claremont Lincoln University, a growing institution, wanted to tailor its digital marketing strategy for sustainable enrollment growth.
CLU had new opportunities to refine paid media performance, and expand organic reach. Together, CLU and Archer Education worked to unlock potential in key areas:
Paid Search Campaign Quality Scores: Initial audits revealed opportunities to improve Google Ad quality scores by reworking campaigns and landing pages. Improvements in quality score improves ad delivery and reduces costs.
Expanding Organic Growth: With an underdeveloped search engine optimization (SEO) strategy, there was a clear opportunity to rebalance efforts to drive more organic traffic and, over time, reduce reliance on paid media.
The Archer Approach
Paid Search Optimization: Archer restructured CLU’s paid campaigns, focusing on improving quality scores and relevance to reduce costs and maximize impressions. This included keyword optimization, campaign restructuring, new landing page design, and revamped landing page content.
Investing in Organic Growth: To build long-term sustainability, SEO improvements and a refreshed content strategy were introduced. Technical SEO and strategic backlinks increased domain authority, reducing reliance on paid traffic. Value-driven content spoke directly to prospective students, increasing engagement and building positive brand awareness.
Quality Score Improvement: Google uses quality scores to decide when, where, and how often to show advertisements. Archer increased the total number of quality keywords from 18% to 75%. This improved reach and drove down CLU’s cost per lead.
Partnership Highlights
Improved CPL and Increased Lead Volume
By addressing quality scores, cost per lead was lowered by 34%, allowing a 66% increase in leads generated YOY.
Long-Term Growth
Through SEO and brand efforts, Claremont Lincoln is poised to continue their enrollment growth.