PPC Case Study: Scaling Lead Generation for an Education Center in Kazakhstan
An educational center specializing in the preparation of children for admission to the leading universities of Kazakhstan (Nazarbayev Intellectual Schools (NIS), Kazakh-Turkish Lyceums, Republican School of Physics and Mathematics, and the Unified National Testing (UNT). It has been operating for more than eight years and is represented in three cities: Almaty, Astana and Shymkent
– Scale the number of conversions
– Reduce cost per conversion to $8
Parents of schoolchildren who are planning to enter universities
March, 2024 - present
Kazakhstan
Project analytics prior to collaboration:
Results of the audit performed by RegisTeam
Identified deficiencies and recommendations:
1. Conversions and their accounting:
Conversion tracking was set up directly through Google Ads using the event tag. While this is not a significant issue, it is advisable to supplement this system with Google Analytics 4 customization. Setting up directly through Google Tag Manager offers a more accurate and efficient experience. However, it is also crucial to set up and sync events through Google Analytics 4. This provides an overall view of all targeted actions, reporting, and analysis of all traffic sources, including SEO and social media conversions.
– Tracking transitions to WhatsApp:
The website offers users the option to switch to WhatsApp, though this type of conversion is not currently tracked. Given that a significant portion of the target audience uses the messenger, it is essential to track these conversions in order to evaluate the effectiveness of campaigns.
– DSA Search Advertising Campaigns
Four DSA (Dynamic Search Ads) campaigns were active in the Google Ads account.
The client created individual landing pages for each service, which do not contain SEO optimization (a separate website has been designed for this purpose). This approach is not optimal and the results of launching DSA campaigns on non-optimised pages have been inconsistent over the last three months. This is clearly visible on the screenshot from the account page.
CPA and CR scores show significant fluctuations:
Pre-campaign input parameters:
KPI: The cost per lead should not exceed $8. This figure includes form fills, calls and WhatsApp conversions.
Budget: $4000.
Start of work on advertising campaigns
1. Google Analytics 4 Customization:
– Full Google Analytics 4 customization is done by tracking all events on the website. This ensures that user behavior can be thoroughly analyzed.
2. Structuring goals in Google:
– Organizing goals into “Main” and “Additional” categories, allows you to optimize your ad campaigns for targeted actions.
3. Launch of search advertising campaigns:
– The decision was made to suspend dynamic search (DSA) campaigns and create standard search campaigns.
– Segmentation of queries into:
- Hot queries: Directly related to the service, e.g. “NIS admissions preparation”.
- Informational queries: Interrogative in nature, e.g. “how to apply for a scholarship at NIS”.
- Near-target queries: Competitive queries, e.g. “10th grade math tutor”.
– All campaigns were launched with a maximum clicks strategy with a CPC limit.
4. Launch of Performance Max campaigns:
– Following the launch of search campaigns for all services, Performance Max was introduced for the most critical and essential services for the client, including NIS and UNT.
– Audience signals: Search Topics was used in targeting. The most common and relevant queries were used first, then queries that often led to conversions were added.
– Customizing Content Suitability: Eliminated untargeted audiences for Performance Max campaigns that other professionals often overlook.
Banners used:
Results of the first month of working with RegisTeam
During the first month of working with RegisTeam, the following results were achieved:
– Impressions: The total number of impressions was 362,166, an increase of 495.23% compared to the previous period.
– Clicks: There were 12,254 clicks, an increase of 201.75%.
– Expenses: Total expenses decreased by 32.25% to $2,732.71.
– Conversions: Conversions increased 319.27% to 679.22.
– Cost per conversion: Cost per conversion decreased by 83.84% to $4.02.
The graph illustrates the transition to a bid assignment strategy focused on maximizing conversions. Following a two-week data collection, we implemented an automatic bid assignment system. The results demonstrate that the system has effectively processed and interpreted the collected data.
During this period, we scaled and optimized the current advertising campaigns. The client observed stable positive performance growth and increased the advertising budget by $2000-$4000 each month, allowing us to occupy the most favorable advertising spots and prevent competitors from taking our positions.
Adding broad matching
The use of broad matching in advertising campaigns remains a topic of debate among marketers. Some experts argue that it results in inefficient budget allocation and attracts untargeted traffic. However, others, including our team, believe that thanks to the development of Google AI, the notion of broad match as a way to “drain” money is outdated. The combination of broad matching with automated bid assignments ensures the most effective search campaigns. AI has access to more data and opportunities for experimentation, facilitating deeper learning for ad campaigns.
Implementing broad matching in advertising campaigns:
Conversions +76.2%
It is important to understand that broad matching is not a universal solution or a “quick fix.” Rather, it is a testing method that can significantly improve results when applied correctly.
For broad matching to be effective, it is essential to collect a sufficient amount of data. It is essential to thoroughly clean the traffic using minus words to eliminate untargeted queries. Once this has been done, broad matching can then be enabled. By following this sequence, artificial intelligence will be able to gain a more precise understanding of your target audience and how they search for your services or products. This will guarantee more precise and targeted advertising campaigns.
As such, it is a scaling tool and should not be turned on immediately at the start of a campaign.
Results of three months' work with RegisTeam
The following results were achieved during three months of cooperation with RegisTeam:
– Impressions: A total of 1,686,811 impressions were received, an increase of 1,399.51% over the previous period.
– Clicks: The number of clicks was 69,222, an increase of 516.18%.
– Expenses: Total expenses increased by 41.99% to $13,931.46.
– Conversions: The number of conversions reached 2,830.83, an increase of 389.76% over the previous figure.
– Cost per conversion: The cost per conversion decreased by 71.01% to $4.92.
We are confident that we can achieve the same result for your project as well as even greater results!
