Use your business data to manage campaigns

Education: Business data example

Report by school or degree program, adjust bids based on current enrollment

Advertisers for educational institutions may create individual campaigns for specific courses along with broader campaigns for degree programs or areas of study. Some of these campaigns may focus on undergraduate programs, while others focus on driving enrollment in evening courses or professional certification programs.

Business data makes it easy to see how all campaigns for a specific school or area of study are performing. Here's an example report that uses business data to organize performance metrics by program:
Report on business data

If you include data about current enrollment numbers and days remaining for enrollment, you can use automated rules to pause bids for programs that are already full.

How to set up business data to report on programs

Start by creating a business data table named "Program":
Create a business data table

Then add a business data row for each program you promote:
Business data table with one column.

Apply rows in this table to your campaigns. Then view "Program.ID" on the Dimensions tab and see performance data for each program:
Report on business data

Ideas for more detailed business data

Add columns to the "Program" table to name the school that offers the program and the type of program (undergraduate, professional certification, and so on). Then you can compare cost and conversions for each type of program for each school:

How to set up business data to report on school and program type

Start by adding "School" and "Type" columns to the "Program" table:
Add columns to business data table

Edit each row of the Program table to specify data for the new columns. When you're done, the business data table will look like this:
Add business data

You can add these columns at any time. That is, you could start out with just the Program.ID column. If you decide later you need more detail, you can add the new columns. After adding these, you can view "Program.School" on the Dimensions tab, then segment by "Program.Type" to see how each type of program performs for each school:

Use business data to pause bids for full classes

Add columns to the "Program" table to contain current enrollment numbers and days remaining until enrollment closes for the upcoming semester. Then you can create automated rules that pause advertising for programs that are already full:
Automatic rule that uses business data as a condition

How to set up business data with enrollment numbers and due dates

Start by adding "Availability" and "Days to enroll" columns to the "Program" table:
Add integer columns

Edit each row of the Program table to specify data for the new columns. When you're done, the business data table will look like this:
Enter availability information

Next, create an automated rule that pauses campaigns if they're associated with a program that has zero enrollment availability:

Automatic rule that uses business data as a condition

Alternatively, you can create rules that increase bids if enrollment availability greater than 5 and there are more than 2 days remaining before enrollment closes.

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