South Dakota School of Mines & Technology
This university raises awareness and drives conversions by reaching their audience on YouTube and Google Search.
50%
reduction in cost per conversion
6%
year-over-year increase in web traffic
30%
increase in inquiries
Challenge
South Dakota School of Mines & Technology needed a cost-effective media strategy to drive traffic to their website and bring in new students.
Goals: Awareness, Consideration
Approach
After finding success with Google Ads, the university turned to YouTube, setting up custom intent audiences and running program-specific ads. Within two years, YouTube became their main driver of website traffic and helped lead to a 30% increase in inquiries.
We focused on more mid-funnel type keywords (best engineering schools, best STEM colleges, etc.) and have cut our cost per conversion in half vs. previous year.