National Training - Case Study
The National Training challenge
National Training is an Australian leader in multi-industrial diploma and certification training provision.
Initially, our optimisation strategy was based on maximising the ultimate conversion type for customer enrolments from the client’s website.
The strategy was based on budget adjustments for the best-performing campaigns. Additionally, the conversion optimisation strategy was aimed at improving ad-quality scores through increased ad relevancy and improving the ad and ad extension copy.
Furthermore, the strategy incorporated adjusting bids per best-performing devices, audience types and time of day – all while considering our target CPA.
Although our strategy had already rewarded the client with a 20% YoY (Year-Over-Year) revenue increase after we optimised this conversion path – we strived to search for additional avenues of growth.
Our methodology
We researched alternative funnels that were generating an influx of potential customers through enrolments.
We quickly deduced we needed to scout for other conversion points that were also originating from paid search – weren’t currently attributed and therefore not optimised.
While these conversions generated enrolments and, ultimately, resultant revenue – we enabled tracking soft conversion types, such as requests for course brochures.
This specific softer conversion path wasn’t previously accounted for in the site’s user conversions generating enrolments. However, site audiences that take a liking to National Training courses, may alternatively elect to download the brochure prior to enrolling over a phone-call or email – as compared to the traditional online enrolment route.
These conversions were previously not attributed to paid search campaigns.
The results
While we couldn’t attribute all e-mail and over-the-phone enrollments to our SEM campaigns, we nonetheless facilitated conversion entry points like ‘brochure downloads’ and similar funnels.
By adding ‘brochure requests’ to our optimisation strategy, National Training experienced:
- 29% increase in Revenue Growth
- 35% increase in ROI
