[Case Study] How I helped an educational institute to reduce the CPA of a Search campaign by 40%
Industry – Education
Geographic Region – Delhi NCR
Services – PPC Advertising
Challenge: Achieve a better ROI from the existing Paid Search Advertising Campaign
Goal: Lower the cost per conversion parameters to achieve a better ROI
The client is one of top-notch short-term vocational course provider in Delhi NCR region. they offer a variety of short-term course which can be completed in 3-6 months.
The institute has more than 15 years of experience in the education industry. The main objective was to enhance the search advertising campaign and to achieve the better ROI.
The thorough analysis of the entire process and understanding of the client’s priority, and services. We made some conclusions and made some necessary changes in their campaign structure, ad copies and landing pages.
We used the brand presence/ awareness to set up a dedicated campaign for the brand related search terms. This change was done because of a sharp rise in these brand search terms in the month of April.
After a deep research, I have analyzed that the competitors are also aggressively bidding to compete for user’s interest. Hence, we decided to go for a separate campaign to target the competitors and to gain the maximum market share.
The challenge of an education industry is that there is a long journey from lead generation to the sales process and sometimes the conversion ratio from lead to admission is as poor as 3 to 5%. to communicate better with the already visited customer, we implemented a remarketing campaign and bid +40%. To ensure the ads will display to the right audience, we have targeted the existing visitors or who have not converted.
An analysis of user trends and time decay helped us to find out the better performing hours on a day to day basis. By using these insights, we deployed day parting strategy and bid aggressively in these hours and reduced bids in the remaining hours of the day.
The Results –
The KPI of this advertising campaign was measured by the conversion and cost per acquisition. The combination of the above strategies helped to reduce the CPA by 40.90% and increased in conversion by 121.45% in 90 days time frame.