Education
Case 1: Saving 10% of the Yearly Budget with Ongoing Optimisation
Situation
For-profit school in the US with 6 campuses in different states. Major programs are beauty programs (cosmetology, nail technology, barbering, etc.) and healthcare programs like medical assistant and phlebotomy. Keywords for these programs are highly competitive on US PPC market. Cost per click varies from $10 to $30.
Task
Optimise down cost per lead keeping lead volume at the same level
Action
Optimization efforts included
- Analysis of historical lead producing keywords
- Developing a new account structure to allocate most of the budget on the historical lead producing keywords in Exact match
- Expanding negative keyword lists
- Adjustments of geo targeting settings
- Using a unique bidding strategy for mobile and desktop devices
- AB testing of landing pages and ad copies
Result
- Cost went down by 10%
- Leads were flat
- CPL went down by 10%
- CPC went down by 8%
- CTR went up from 3% to 5%
This result was achieved for non-brand search campaigns.