Success Story

BSBI

Garnering enrollments through targeted Image Ads and Promoted Answers

1.4x

Increase in MoM lead rate

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Quora Internal Data

5.7M+

Content views

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Quora Internal Data

About BSBI

Berlin School of Business and Innovation is a private business school that helps graduates become exceptional leaders.

Their Goal

Generating quality leads & admission enrollments

BSBI wanted to focus on generating quality leads for its graduate and postgraduate course while encouraging prospective foreign students to enroll with the institution. BSBI aimed to utilize Quora to reach high-intent students and drive traffic to its website, growing conversions and admissions. The school was looking to position itself as a thought leader by using the brand’s profile page to provide relevant and helpful information to students.

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As a channel, Quora gives BSBI a new path to deliver content to an already highly engaged audience. With 2 million monthly average views, BSBI has seen a consistent number of qualified leads since activating the channel.

Marko Manojlovic

Marketing Director

Berlin School of Business & Innovation

Their Solution

Using Promoted Answers to connect with students

BSBI leveraged Quora’s Topic Targeting to reach out to students interested in pursuing their undergraduate and post-graduate courses abroad—focusing on those seeking guidance during the decision-making phase. Simultaneously, the team implemented Audience Targeting on Quora to reconnect with users positioned further down the funnel. BSBI took a hands-on approach, answering questions and comments posted by potential students. This proactive engagement style became a contributing factor in the institution’s increased lead volume and visibility.

Click on the image to enlarge

Their Creative

Urgency-driven creatives to drive quality traffic and leads

BSBI’s strategy included deploying visually captivating and highly engaging Image Ads. Keeping Quora creative best practices in mind, BSBI planned creatives that spoke to students looking to expand their knowledge and skill sets. BSBI answered questions frequently asked by students looking to study abroad, and scaled results with Promoted Answers in the Education topic to build a narrative on the benefits of studying in Germany.

Their Advice

Communicate details and stay engaged with your audiences

Be sure to communicate every piece of information, no matter how small. What you may find insignificant could provide deeply valuable insights to your target audience. The other benefit to this is it will give you credibility and transparency, making you an honest and reliable information provider. Always try to maintain a hands-on approach to campaign building. No one knows your brand better than you do. Be sure to be involved with your campaign building and launch. Users will be appreciative of a company that takes the time and effort to answer their queries and help them through the decision-making process. It will position you as a brand that cares about the customer.

Their Results

Higher conversion rate at low CPL

BSBI’s exceptional usage of Image Ads garnered over 1.90% conversion rate within a 14-month period. Consistent optimization of the campaign accomplished a 1.4x increase in lead rates. The team’s take-charge approach on Quora succeeded in decreasing the CPL by 50%. The BSBI team saw 5.7M+ content views and a gain of 536 followers to their profile page in a short span of 5 months. The high-value leads the BSBI team acquired through the Quora campaign converted to 20+ college admissions, crossing the goal they had set out to achieve on the platform. (Metrics reflect Quora Ads performance improvements between May 2021 - July 2022)

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Strong visibility on Quora contributes to reaching a new audience for BSBI who appreciates and consumes content, consequently, generating applications and sales. The channel has great potential for more lead generation activities in the future.