Reducing Cost and Doubling Conversions using SEM

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Case study

Reducing Cost and Doubling Conversions using SEM

How Q1Media enhanced the SEM strategy for a Higher Education client.

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Campaign Quick Facts

11%

Reduction in Cost Per Click

28%

Reduction in Cost Per Conversion

46%

Boost in No. of Conversions

Here’s What Our Client Has to Say

Q1Media has been nothing short of amazing. We appreciate the work they have done for us, and we are happy with the improvements we see in our Google Search campaigns. Q1Media has been a crucial performer in switching over to conversion bidding from CPC, and they've always been extremely prompt in any requests we might have. We really love their continuous cheerful attitude in trying new things and humoring our requests. Q1Media is outstanding!

About the Client

A large public university offering bachelor's, master's, and doctoral programs with a student body of about 39,000.

Primary Goals

Drive qualified prospective student traffic to extended education program landing pages
Increase program inquiries and applications from high-intent search audiences
Improve campaign efficiency by lowering cost per click (CPC) and cost per conversion
Expand visibility for certificate and continuing education programs through optimized SEM campaigns

Our Strategy

An initial analysis was conducted to evaluate the university's current search campaigns, to identify the key areas needing improvement and to devise a strategy to improve performance.

Following the initial evaluation, new keywords with potential search volume were added to the ongoing campaigns to improve visibility with their target audience, people searching for certificate programs. The existing ad copy was refreshed and supplemented with new search ads with strong CTA headlines to improve conversions.

Search ads were enhanced with extensions to increase ad quality and appeal, including a call extension that would allow users to easily contact education coaches. The bidding strategy was also amended from manual bidding to bidding that was focused on conversions, which ultimately drove down CPC costs and aided in boosting conversion numbers.

Subsequently, new search campaigns were built to support the university's recently launched education programs.

Results and Successes

Q1Media's optimizations, improvements, and management of the university's SEM campaigns significantly drove down costs. CPC costs and cost per conversion were reduced by 11.8% and 28.2%, respectively.

Furthermore, these efforts boosted the number of conversions by 46%, increasing the conversion rate by 22.4%. Due to the success of the SEM campaign, the client expanded their digital efforts with Q1Media to include other tactics such as display, mobile device ID, and social media.

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