Our client was an online education provider in the UK, whose business model was to drive a lead from a prospective student online and then convert that prospect to a customer with an in-person visitation from a head sales representative.
The client had successful Paid Search campaigns for many years, but flat growth volumes and limited ability to guarantee the location of new customers meant they required a new approach to achieve their twin aims of more total volume, and more control over the location of that new volume.
We made heavy use of geo-targeting on top of our standard targeting demographics to ensure we were recruiting new prospects in the areas of the country where the client’s sales representatives on the ground required them.
In addition to the direct response approach, we also ran video awareness campaigns with the explicit aim of driving more down-stream Paid Search brand clicks.
online quote volumes
HALVED the CPQ on Paid Search and demonstrated the benefit was derived
from down-stream Facebook clickers
Reduced print and leafletting advertising from 30% → 10% of marketing mix