St. Mary's University appointed SearchStar to overhaul their under-performing paid search campaigns. We passed with flying colours.

“Working with Searchstar has been fantastic. The results we have seen have been impressive and the team are always there to talk through our results and plan future campaigns.”

Sam Yarnold, Communications Manager, St. Mary's University

St Mary’s University, Twickenham

St. Mary’s University is a public university based in Strawberry Hill, Twickenham. It is the oldest Roman Catholic university in the UK and offers a wide range of undergraduate and postgraduate courses.

The Objectives

St Mary’s University appointed SearchStar to overhaul their underperforming paid search campaigns. The core objectives of our partnership focused on growing the number of postgraduate, undergraduate and foundation course applications.

As well as increasing engagement, St Mary’s wanted to ensure that all key points of conversion were being tracked to accurately measure performance against online media spend, as well as refreshing their approach to paid search in order to drive the desired uplift.

Our Approach

The first step was to address the need for in-depth goal tracking. Running a KPI workshop with our analytics team enabled St Mary’s to identify their most important website goals. With KPIs agreed, we were then able to implement all agreed conversion tracking before driving traffic to the site.

Search and display campaigns across Google and Bing were rebuilt in order to create a best-practice account structure capable of achieving St. Mary’s objectives.

Armed with a better understanding of audience demographic and search behaviour, campaigns were strategically built to target specific keywords, locations and audiences in order to drive engagement and interest in target courses.

Their Results

St Mary’s University saw a significant uplift in campaign performance after SearchStar implemented the new account structure. This drove efficiencies through savings in CPCs, and increasing both ad and website engagement rates. The positive results have resulted in further digital media investment from the client.

  • 250% CTR increase
  • 25% CPC decrease
  • 32% average session duration uptick
  • 13% decrease in bounce rate

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