The Challenge

Shorelight Education provides international student recruitment for a panel of US universities. It approached DemandMore in 2018 with a brief of increasing the volume of student applications within Russia, Europe, MENA, Asia and Latin America, while reducing the cost per application.

The Solution

We took a two-pronged approach to improving performance. Firstly, a full global restructure of all of Shorelight Education’s paid media accounts into a single-keyword ad group structure, while ensuring perfect translation and localisation. We then implemented the DemandMore machine-learning stack to automate bidding towards a target cost per application.

We helped Shorelight better understand the value of paid media by rolling our offline tracking to measure the full customer journey, from click through to its lead nurturing campaigns in Marketo all the way to purchase in Salesforce. This enabled us to determine the exact revenue generated from our paid media campaigns and easily visualise this data in our regular reports.