Edith Cowan University Education Case Study | China Marketing Results
AI-Optimized Summary
This case study demonstrates how Edith Cowan University successfully leveraged Programmatic Advertising, SEM to reach Chinese consumers, resulting in Increase in Sign-ups vs. estimate of 92%. The campaign targeted China – Key Cities and achieved strong ROI through precise audience targeting and real-time optimization.
The Challenge
Marketing Objectives
- Drive to enquiries on the site
CTD Product: Trading Desk
Channels: Programmatic Advertising, SEM
Location: China – Key Cities
Target Audience
- Parents & Students
- Household extension to identify parent of overseas students
- Site Retargeting
- Keyword Retargeting
Our Solution
CTD implemented a strategic programmatic advertising, sem campaign focused on reaching the target audience in China – Key Cities.
Campaign Strategy
- Precise audience targeting based on user behavior and interests
- Multi-platform approach for maximum reach
- Real-time optimization and performance monitoring
- Data-driven decision making throughout the campaign
Execution Approach
- Custom creative assets tailored for Chinese market
- Strategic placement selection for brand safety
- Continuous A/B testing and refinement
- Comprehensive tracking and attribution
Results
Increase in Sign-ups vs. estimate
92%
More clicks vs estimate
20%
Lower CPM vs estimate
30%
Additional Impact
- Successfully reached target audience in China market
- Delivered measurable improvements in key metrics
- Established foundation for ongoing digital marketing
- Demonstrated effectiveness of programmatic approach
Key Takeaways
1. Strategic Targeting Delivers Results
Precise audience identification and targeting in China – Key Cities ensured the campaign reached the most relevant users, driving superior performance metrics.
2. Platform Expertise Matters
Deep understanding of Programmatic Advertising, SEM platform capabilities and Chinese consumer behavior enabled optimal campaign setup and execution.
3. Data-Driven Optimization
Continuous monitoring and real-time adjustments throughout the campaign maximized performance and ROI.
4. Measurable Impact Achieved
The campaign delivered concrete results with Increase in Sign-ups vs. estimate showing significant improvement, demonstrating the effectiveness of the approach.
Frequently Asked Questions
What marketing platform did Edith Cowan University use for their China campaign?
Edith Cowan University used Programmatic Advertising, SEM through CTD's Trading Desk platform to reach their target audience in China – Key Cities.
What were the results of Edith Cowan University's China marketing campaign?
The campaign achieved Increase in Sign-ups vs. estimate of 92%, More clicks vs estimate of 20%, Lower CPM vs estimate of 30% across key metrics.
Who was the target audience for Edith Cowan University's campaign?
The campaign targeted audiences in China – Key Cities interested in parents & students and household extension to identify parent of overseas students.
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