South Dakota School of Mines & Technology

This university raises awareness and drives conversions by reaching their audience on YouTube and Google Search.

50%

reduction in cost per conversion

6%

year-over-year increase in web traffic

30%

increase in inquiries

Challenge

South Dakota School of Mines & Technology needed a cost-effective media strategy to drive traffic to their website and bring in new students.

Goals: Awareness, Consideration

Approach

After finding success with Google Ads, the university turned to YouTube, setting up custom intent audiences and running program-specific ads. Within two years, YouTube became their main driver of website traffic and helped lead to a 30% increase in inquiries.

We focused on more mid-funnel type keywords (best engineering schools, best STEM colleges, etc.) and have cut our cost per conversion in half vs. previous year.

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