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Google case study praises Liberty University Online's mobile advertising

December 29, 2011 : Liberty University News Service

Liberty University, the world’s largest Christian college, is being noted by Google for its success in marketing the university’s programs to prospective students via their mobile devices.

More and more prospective students are utilizing their mobile devices to explore their options to further, or pursue for the first time, their education online.

As noted by Google in their Mobile Ads Blog, Liberty’s method of online marketing is effectively leveraging this trend, which is, according to Google’s own search data, an increasing one.

Students interested in earning a degree online are using their mobile devices to explore their options. Liberty University, which is the nation’s largest not-for-profit provider of online education, has successfully focused on Google AdWords and strategically placed display ads for some time but has only recently branched out into targeted mobile advertising.

What began as a market test has proven so successful that the university has launched a new mobile-only advertising campaign, and plans on launching a mobile landing page. Branching out from desktop-only marketing has allowed the university to access a totally new demographic all together.

“We were surprised by how quickly our mobile efforts exceeded our return on investment and became very profitable,” Liberty University’s Executive Director of Admissions Steve Peterson said. “Now, a prospective student doesn’t have to be sitting at their desk at home to discover us, or explore our 115 online programs. They can find us wherever they are because their own cell phone can become their door to a future education at Liberty.”

The first six months of Liberty University’s mobile-only campaign produced a 49 percent increase in conversions and a 50 percent decrease in cost per conversion.

“Liberty has achieved it’s position among the nation’s top 10 online universities because of our affordability, Christianity identity, and our ability to innovate,” said Peterson. “We’ll keep scaling with the technology, and, who knows, eventually students may be able to get their university degree on the same cell phone they used to discover Liberty.”

Liberty University, located in Lynchburg, Va., is the world’s largest Christian university. More than 12,000 students attend classes on its 6500-acre residential campus and more than 65,000 study through its thriving online education program