Starting from Scratch with an Online University

California Intercontinental University (CIU), is an online university for underprivileged students seeking any kind of advanced degree.

Previously, CIU had not advertised at all, but they knew they had to find out what resonates with their audience. They also knew like any good academic, they need to test to learn. To accommodate, we ran a highly diverse group of ads including 4 different messages, 5 different designs, and 5 different images. We also ran an image vs. video test.

Pt. 1: Video won. Average video CPR was less than half average image CPR.

Pt. 2: The most polished design won. 80% better than less refined designs.

Pt. 3: ROI messaging won. 65% better than the average message.

One last fun finding: CIU has a near perfect 50/50 split in gender distribution enrolled in classes. Their ads mirrored this fact with a near perfect 50/50 distribution of leads.

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