Edu-Lettings

We began by auditing their existing accounts, and quickly discovered a lack of basic principles, including, lack of campaign types, poor ad quality scores, ineffective keyword match types, no use of audiences, incorrect campaign settings and undefined conversion goals — all resulting in underperformance, and wasted spend!

Our comprehensive results-driven approach from launch to continuous optimisation, included:

1. Strategy & Re-Structuring of The Account

• Segmentation of campaigns with geo-targeting, to enable a tailored approach to copy — improving any click through rates, and then also conversion rates. Budgets prioritised top performing venues and facilities, to optimise for ROAS.
• Conducted in-depth keyword research to uncover lost opportunities, and re-strategised to focus on exact match not phrase match — optimising for ROAS, and avoiding wasted spend. The average CPC was cheap by 20p (30p over 50p), and conversion rate was almost double at 1.81% when compared to 0.94%.
• Defined clear primary conversion goals to focus on sales and prioritisation of new customer acquisition over existing customers, as campaigns were previously running blind without optimising towards goals.
• Introduced a range of audience segments, and first-party data — not only replying on keywords, and working to enhance targeting.
• Implementation of enhanced conversions for tracking of conversions, to gain deeper insights thus enhanced attribution.

2. Raising Awareness through Social Media

Launching a strategy for top of funnel across social media, to raise awareness of facilities being available to rent via Edu-Lettings — which creates a demand that Google Ads is able to capture, and convert.

Our approach included:

• Launched high-quality video-led campaigns on Facebook and Instagram to showcase a range of facilities on offer at venues.
• Highlighted key unique selling points — including hassle-free bookings, and flexible hiring.

3. Continuous Optimisation

Success in PPC is never a case of ‘set and forget’! Through a continuous cycle of analysis and optimisation as well as testing, we ensured that performance consistently improved month-on-month.

• Pro-Actively managed campaigns refining keywords, and audience segments — ensuring to capture only high-intent traffic.

• Enhanced any copy on ads to improve on relevance, and quality score, as well as, conversion rates. Adjusting to seasonality to capitalise on peak periods.
• Switched from Search to PMax Campaigns, after testing showed improved ROAS.
• Adjusted any bids in response to trends and seasonality to optimise for ROAS.
• A/B Tested to uncover a top performing element.
• Tested new campaign types, and AI driven features to leverage platform innovations, and stay ahead of competitors.