CUnet and Google Release Case Study Touting Benefits of Mobile Click-to-Call Campaign

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Inquiry Generator Uses Mobile to Reach Prospective Students

Student inquiries via mobile are three times as likely to start higher education classes, according to a case study published by CUnet and Google August 1.

The case study, The Full Value of Mobile, focuses on the results of a 2012 click-to-call (CTC) campaign managed by CUnet on behalf of one of their higher education clients. Performance highlights noted in the case study include:

  •     26 percent of good inquiries delivered during the campaign came from calls
  •     6 percent start rate was three times higher than other online marketing channels
  •     Gross cost per start was 40 percent below targeted goal

CTC campaigns display a phone number directly in the search field, allowing a prospective student to bypass an inquiry form and CTC a school directly to immediately speak with an admissions representative. During off hours, the CTC phone number is not displayed and prospective students are directed to a website.

“Click-to-call campaigns are an important enhancement to pay-per-click campaigns,” said Kim Kelly, managing director of agency services at CUnet. “They deliver high-converting inquiries at the right price. But more importantly, they allow for a strong user experience for the prospective student.”

The recent Google Adwords Enhanced upgrade encourages mobile-responsive websites and allows for multiple-device targeting managed within one campaign. Recent Google data cites that mobile-optimized education sites have a 50 percent higher conversion rate than those not optimized for mobile devices.

"Mobile has become a crucial channel for reaching prospective students. We saw education searches from mobile devices grow 49 percent year over year in Q2 [of 2013]. And with ad solutions like call extensions and mobile site links, education marketers can quickly and easily connect prospects with the most relevant information," explained Jennifer Howard, education industry director at Google.

To download the case study, click here.

About CUnet

For almost a decade, CUnet’s enrollment marketing experts have helped colleges and universities reach, recruit and enroll the best students for their programs. With the industry’s leading technology platform, a comprehensive set of online marketing services and a network of targeted media providers, CUnet partners with higher education institutions to deliver student candidates, holding itself accountable to lowering overall acquisition costs while driving enrollment growth. CUnet’s recruitment marketing services are supported by a network of proprietary websites, including their flagship site,, and the student advisor service. CUnet is dedicated to providing the highest standards of transparency and compliance while promoting ethical marketing practices in postsecondary education. Headquartered in Paramus, N.J., CUnet is a subsidiary of Nelnet (NYSE: NNI), a leader in education planning and financing for more than 30 years. For more information, visit

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