Open University Winning on the International Stage

Open University, with a long tradition of disrupting markets, recently set their sights abroad. One of the first steps they took was to use Google Global Market Finder to help plan international growth. They then used a combination of AdWords, GDN and DoubleClick Bid Manager, underpinned by real time optimisation with Google Analytics, to expand rapidly and successfully across the globe. The website has had 3.5 million international visitors in the last 18 months and 10% of their students are now international.

Approach
Used Google Global Market Finder to help plan international expansion
Scaled tailored AdWords and Google Display Network campaigns to targeted counties
Used real-time bidding with DoubleClick Bid Manager
Optimised campaigns with Google Analytics
Goals
Expand into international markets
Share learning materials with the largest possible audience
Results
3.5 million international visitors from 120+ countries to website in 18 months
10% of students now international
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