Driving Indian Students to Explore Study Opportunities in Australia
Government of Australia
Study Australia – Targeting Indian Students Post-COVID
Overview
The Government of Australia’s Study Australia initiative aimed to reignite interest among Indian students in exploring study opportunities in Australia after the COVID-19 pandemic. Viral Inbound was entrusted with this campaign by a Sydney-based agency under a white-label partnership. With a comprehensive strategy that included creating a high-converting landing page and running targeted Google Ads, we successfully boosted awareness, engagement, and conversions for Study Australia.
The Challenge
Target Audience: Reach potential students in Tier 1 and Tier 2 cities in India who were interested in studying abroad.
Visibility: Ensure the Study Australia campaign appeared for high-intent searches related to studying abroad.
Engagement: Optimize campaigns to lower cost-per-click (CPC) while maximizing click-through rate (CTR) and impressions.
Our Strategy
Designing a High-Converting Landing Page
The cornerstone of the campaign was a dedicated landing page, designed to ensure high engagement and seamless conversions. Here’s how we strategized it:
Localized Messaging: The content spoke directly to Indian students, emphasizing why Australia was a premier choice for higher education post-COVID.
Persuasive CTAs: Clear, action-oriented call-to-action buttons, such as “Explore Courses” and “Start Your Application,” ensured easy navigation and encouraged sign-ups.
Mobile Optimization: With a large portion of traffic expected from mobile devices, we optimized the page for quick load times and a seamless user experience.
Trust Builders: We included testimonials from Indian students studying in Australia, information about scholarships, and visuals of top Australian universities to build credibility.
Launching a Dual Google Ads Campaign
We implemented two types of Google Ads campaigns:
Focused on keywords like “study abroad,” “study in Australia,” and “post-COVID study opportunities.”
Geo-targeted Tier 1 and Tier 2 cities such as Mumbai, Delhi, Pune, Hyderabad, Jaipur, and Lucknow.
Designed compelling ad copies that emphasized Australia’s world-class education system, scholarships, and post-study work opportunities.
Display Ads
Engaging visual creatives highlighting key campaign messages were strategically placed on platforms frequently visited by the target audience.
Display ads re-targeted users who had previously searched for study-abroad opportunities, increasing the chances of conversion.
Continuous Optimization
Monitored campaign performance daily to adjust bids, refine keywords, and optimize placements.
Used A/B testing for ad copies and creatives to identify the most effective messaging.
Focused on reducing CPC while improving CTR to ensure maximum ROI.
The Results
The campaign outperformed expectations, driving substantial traffic and engagement:
Impressions: 1.96 million impressions in the first campaign.
Clicks: Over 54,000 clicks with a CTR of 9%.
Cost-Per-Click (CPC): Achieved a significant reduction in CPC for both Search and Display campaigns.
Search Campaign CTR: Showed an upward trajectory, reflecting the effectiveness of keyword optimization and ad relevance.
Impact
The campaign effectively positioned Australia as a top destination for Indian students looking to study abroad. By connecting with the right audience in the right regions and creating a seamless digital journey from search to conversion, Viral Inbound helped the Government of Australia achieve their goals and gain traction in a competitive market.
Conclusion
Viral Inbound’s strategic approach to designing a high-converting landing page and executing targeted Google Ads campaigns showcases the power of tailored digital marketing solutions. This successful collaboration not only delivered results but also reinforced Australia’s position as a preferred choice for Indian students post-COVID.
