Case Study: Advertising University achieves $159 CPA and boosts MBA applications with Propellant Media

University Increases Applications With Programmatic Advertising

Advertising University enlisted Propellant Media to boost awareness and applications for its fall MBA program. The university needed a partner that could deliver a cost-per-application (CPA) of $200 within specific DMAs and turned to Propellant Media’s programmatic advertising expertise to reach qualified prospects near its campus locations.

Propellant Media implemented a programmatic strategy centered on Search Retargeting and geo-customized ads for six campus areas, using a multivariate optimization algorithm plus human optimizations. The campaign produced a CPA of $159 (beating the $200 target) and maintained a 0.45% CTR, driving qualified applications for the fall semester.