A foolproof, revamped Keyword Structure in conjunction with the right attribution mix was implemented to scale up sales.
Using our in-house technologies, Edureka was able to scale up spends to 200% and lift sales to 240% on Search Network within 3 months
Edureka is a global e-learning platform for live, instructor-led training in trending technologies such as Big Data, Cloud Computing, Artificial Intelligence, Blockchain, Data Science, Business Intelligence, etc. Pioneers of the live, instructor-led learning model, Edureka has maintained a library of more than 100 courses, catering to learners from 100+ countries worldwide
Customer Website:
Industry:
Education (E-commerce & Lead Generation)
Technologies Used:
Ad
Automation, Custom Attribution
Models, Email Monitoring Alerts, Auto Keyword Generation
Tool, SQR Analyser
Products Used:
EasyInsights Data Platform & Adbytzz
The Challenge on Search Networks
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The Challenge on Search Networks
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What we did
Firstly, our prime objective was to prevent the leakage of spends by processing, filtering and classifying the keywords as per their scale and ROI using SQR of past 3 years of search history. We used EasyInsights data platform and its SQR Analyser (that uses Google API)- a dashboard, customized for Edureka account- to automatically breakdown “search terms” into intent buckets.
Download full Case Study to know what triggers were set to control inflow of low-intent paid searches.
Understanding the first click attribution is crucial when it comes to allocating the budget to various campaigns which are dedicated to new acquisition campaigns-bringing new users. Some campaigns may generate audiences that convert months after engaging with your ad/landing page. This helped in budget shuffle ensuring maximum optimisation of cost.
Take our Free Ad Strategy session to learn more about what attribution model we followed for re-targeting and branding campaigns.
Ad wastage framework module on EasyInsights data platform - This dashboard that comes with requisite visualizations and monitoring alerts system lets us make an custom ad wastage framework that enables us to determine the ad waste and early action items.
Take Free Ad Strategy session to know how we can customize paid monitoring for your company.
Since the sales cycle from first click to final conversion was long and it usually took multiple visits for a user to convert, the standard conversion pixel for lead and sales conversion was not working out for us. We delved deeper, and built a statistical model using all the touchpoints of the users and their behaviour on the website. The model predicted weight of all events done by the user in first visit that acted as an indicator towards the probability to convert in next 30 days. This helped us build a custom conversion event in analytics and let the auto-bidding campaigns optimised according to that rather than sales or leads.
Download full Case Study to know by what percentage we improved the performance of target CPA campaigns by changing the conversion pixel.
Minor optimisations and initiatives we took in due course of time:
1. RLSA campaigns for unbounce (time spent on the website
> x sec) audience – ROI > 1.
2. Ad copy testing and landing page personalIsation
testing.
3. Addition of in-market audience in observations in search
campaigns.
4. Addition of youtube audience with bid adjustments in RLSA
campaigns.
5. Enhanced-cpc testing in the campaigns.
6. Responsive ads in search – To be done.
7. Testing “Ad variation tool” integration by adwords
– To be done.
Take our Free Ad Strategy Session to know what Micro-optimisations can we do for your business.
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