Arizona State University expands online student enrollment through Microsoft Advertising

Arizona State University (ASU) has developed a new model for the American Research University, creating an institution that is committed to access, excellence and impact. ASU measures itself by those it includes, not by those it excludes. To advance its charter, ASU had a goal of reaching prospective students interested in its online programs, which presented a challenge of identifying and reaching qualified prospects. They turned to Microsoft Advertising to help reach these new students.

To capture the incremental demand of prospective students, ASU Online implemented a lower funnel non-brand Dynamic Search Ads (DSA) strategy across their Microsoft Advertising campaigns. These dynamically created ads served as a constant presence throughout the long enrollment process. To make each interaction more compelling, ASU Online utilized responsive search ads (RSAs) alongside contextual landing pages to provide the right message and details to prospective students along their decision journey.

• 135% increase in non-brand impressions year over year.
• 145% increase in non-brand clicks year over year.
• 58% increase in non-brand leads year over year.
• 25% decrease in cost per click (CPC) compared to non-brand keywords.
• 11% decrease in cost per acquisition (CPA) compared to non-brand keywords.