We were currently running basic Brand, Non-brand, and display campaigns for a local Minnesota community college. Our Paid Media team was looking to see how adding keywords along parts of the customer journey impacted ad performance. We added three new groups of keywords with related ad groups and ads including cost of colleges, competitors, and apply/application. This brought us close to matching the volume of leads from our Non-brand campaign and hitting CPA costs of our Brand campaign becoming our top performing campaign. Plus:
- Decreased CPC by 42%
- 39% increase in CVR
- 59% decrease in CPA
Analyst, Paid Media at Augurian
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