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.


  • Expand into international markets
  • Share learning materials with the largest possible audience


  • 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


  • 3.5 million international visitors from 120+ countries to website in 18 months
  • 10% of students now international
February 2015