Lowering The Cost-Per-Lead for Paid Search Campaigns and Improving Conversion Rates
The Ambition
Our research found that there was a need for more impression share as well as a need to improve Ad Position within Paid Search platforms. Reorganizing Designated Market Areas within the campaigns that were not yielding results from a Cost-Per-Lead and conversion standpoint was a top priority as well. Additionally, campaigns that currently had low CPLs yet high conversion rates needed more budget allocation.
The Approach
Our goal was to improve ad positioning and increase impression share for both brand and non-brand campaigns, once achieved we continually made adjustments within both campaigns based on the results. We also wanted to increase spend in the Designated Market Areas that were proving to have a more efficient CPL and Cost-Per-Enrollment, while also decreasing spend in the Designated Market Areas that were higher in CPL and lower in enrollments. Actions included:
- Reorganizing Designated Market Areas
- Reallocate budget to low CPL/high CVR campaigns
- Increase impression share
- Improve ad position within paid search platforms
The Results
The significant increase in impression share placed CSU at the “Absolute Top” for many of the keyword searches for our non-brand campaigns, which resulted in an improved CTR. This also improved the cost-per-conversion (CPC) for the non-brand campaigns. For the brand campaigns, although the CPC went up, it allowed us to get more leads at a lower CPL that were converting at a higher rate, rather than continuing to allocate budget to non-brand campaigns that were not working.
- Impression share increased from 32.7% to 60.8%
- CTR increased from 2.7% to 5.2%
- Improved CPC by 44% (non-brand campaigns)
- Impression share from 84.7% to 98.3% (branded campaigns)
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