How Digital Advertising helped MBRSG Gain More Registrations

mbrsg digital advertising

MBRSG promotes its leadership & executive education programs using by doing Digital Advertising using Google, Facebook & LinkedIn Ads

About MBRSG:

“The leaders of tomorrow are our focus and the foundation of the future. Our duty is to advance their skills and knowledge to continually enhance the quality of public administration.”   HH Sheikh Mohammed bin Rashid Al Maktoum


Launched in 2005 under the patronage of His Highness Sheikh Mohammed Bin Rashid Al Maktoum, UAE Vice President, Prime Minister and Ruler of Dubai as the first research and teaching institution focusing on governance and public policy in the Arab world. The School aims to support good governance in the UAE and the Arab world, and build future leaders through an integrated system offering education and training programs, as well as research and studies.


MBRSG has been doing print, newspaper and social media marketing for sometime. They wanted to explore their reach with online advertising and measure the impact of their advertising efforts. They approached Leads Dubai and a marketing strategy was planned.


Increase awareness & get more student registrations for Arab Leadership Program & Open Data through online marketing.

Marketing Channels:

Paid Advertising through:

  1. Google Search Ads
  2. Google Banner Display Ads
  3. Facebook Advertising
  4. Linkedin Advertising

digital advertising mbrsg

Mbrsg digital advertising

Strategy & Approach:

  • Good use of landing pages and the shorter form fields were used in order to maximize the registrations.
  • With Facebook we ensured the Arabic language ad set and employment category of government and leader ship roles in senior positions
  • With Linkedin Advertising we used sponsored posts to show up in newsfeed of senior management in the right countries
  • Since most programs were in Arabic language – separate Arabic campaign and creative was done in GCC in order to attract the right audience.
  • We initially advertised on all platform and then narrowed down to the best performing channel in terms of high registrations.
  • Since using multiple marketing channels it was important to track conversions data with google analytics.
  • Use of top conversion parth in multichannel funnel reports told us about the different stages of journey a user went through before registering
  • It was important to make sure that the ads were visible on the right platforms to complete the registrations.


Key Tools Used:

  1. Google Search & Display Campaign Settings
  1. Keyword Match Types & themes
  1. Google Analytics Goals, Conversion Path,
  1. Remarketing Features
  1. Keyword Planner Tool
  1. Tag Manager – Conversion tracking
  1. Facebook Ads Manager
  1. LinkedIn Campaign Manager Platform

Attribution Model and online customer journey

digital advertising attribution


  1. Campaign Duration was September 14 – December 4. 2015
  2. 5+ million people saw MBRSG Ads & 21000+ new users visited website in 3 months.
  3. 112 people clicked the call button on mobile to call mbrsg office.
  4. Majority registrations came from UAE followed by Saudi, Egypt, Algeria, Tunisia, Jordan, Morocco, Sudan and others.
  5. Display advertising banner ads campaign from google gave maximum traffic and registrations.
  6. The Top conversion path report highlights that a user doesn’t convert more in the first visit. They come to MBRSG site through different sources and converted later. The advertising campaign helped these conversions.


Channels Impressions – Views Ad Clicks Web Traffic Registrations
Google Ads 2,424,651 15,893 14,636 36
Facebook Ad 871,487 22,893 6,920 2
Linkedin Ads 244,159 392 392 2
Total 3,540,297 39,178 21948 40

We are a lead generation company. We offer Digital Advertising campaigns. Contact us to see how you can benefit from our digital marketing services.

Mukesh Pandey is a Digital Marketing Strategist. He is Google Adwords Certified and strongly believes that Internet will enable us to speed up innovation and make life easier for everyone. He also founded Leads Dubai which is a Lead Generation Company in Dubai. Know more about Mukesh on Google+

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