Education
Demand is seasonal and concentrated around enrollment. Turning campaigns on only in season means paying auction peaks alongside everyone else and losing the people who decided earlier.
What changes in the pipeline
- Interest list worked outside the enrollment window
- Campus visit or trial class as the main conversion
- Course, shift and paying guardian recorded from first contact
How we measure results here
Cost per completed enrollment and share of the interest list that enrolls.
The objection that always comes up
Advertising off-season is pointless.
Off-season clicks cost less and the decision is starting. Building an interest list in the cheap window means arriving at enrollment with your own demand.