Sonority Group for Southwestern
Adventist University

The overall goal of SWAU’s campaign was to reach prospective students. Sonority Group created audiences based on the students that fit the traditional demographics, in the 18-24 age range, as well as the nontraditional students who tend to be older, have some previous postsecondary education, and are likely working. Additionally, Sonority Group utilized zip code targeting with only 20 postal codes to maintain relevant geolocation while splitting their campaign between multiple ad groups. One ad group leveraged retargeting, and the other targeted a third-party data prospecting audience for those interested in post-secondary education with additional age filtering drilling down towards the potential students. SWAU saw an increase in traffic directly attributed to their Choozle campaigns, but the biggest result was their cost per acquisition (CPA) and conversion rate in the retargeting ad group. The CPA they saw with the retargeting ad group was almost half of other more traditional CPAs for advertising campaigns. Of the 154 clicks on the retargeting group, 20 converted. The campaign finished with a conversion rate of 13% at a CPM of $11.02. Finally, Sonority Group was able to dig into the performance results of each tactic and optimize for future campaigns and create detailed reports to show proof of SWAU’s ROI.