Paid Social Campaigns

Three Different Approaches Result in Success for Schools

This is the first post in a series where we feature three universities with unique needs. Read about how we helped them create highly effective paid social media campaigns through different approaches.


Audience Targeting + Ad Types Drive KPI Growth in Facebook

About the Partner
This university on the East coast offers undergraduate and graduate degree programs. In addition to its traditional residential campus, they are a large provider of fully online higher education programs.

The Story
This university’s paid campaigns lacked depth and diversity needed to grow inquiry volume in the PPC channel. Thruline was tasked with achieving presence and overall growth in the social space alongside their existing search efforts. We identified Facebook as the largest opportunity for them to drive cost-efficient and incremental lead volume.

The Strategy and Execution
Thruline first developed and launched mobile and desktop campaigns with coverage across five individual programs with high popularity. A combination of geo-targeting, interest targeting, lookalike audiences, and retargeting was defined and implemented to reach highly engaged prospective students.

To ensure increased success and account growth, additional areas of study campaigns were implemented to reach a larger audience pool of both undergraduate and graduate students. Additional testing on ad types, ad designs, and more specific TV interest targeting were done and layered on to campaigns to help reach the most relevant audience. All optimizations were implemented to increase inquiry volume and conversion rate, while lowering CPI.


  • Q3/4 2016 vs. Q1/Q2 2017:
  • Spend increased by 19%
  • Inquiries increased by 48%
  • CPI decreased by 20%
  • Conversion rate increased by 8%




Developing a solid campaign and testing strategy is key in creating an effective social account.

Audience research is essential in optimizing campaign targeting and ad creative to reach most relevant audience and drive account growth.


Sarah Russell, Director Digital Media