Talk to us
Idea
More attention to the care of our animal friends.
They started with one study center, today they are all over Spain and have expanded their offering to online courses. Read how IDEA partnered with Rocket Digital to improve their acquisition strategy and grow.
Client and Context
IDEA – Institute of Applied Studies arises in response to the growing awareness on the part of society of the care and respect that animals deserve and the demand for qualified personnel that generates the growth of commercial establishments and specific services.
Challenge: Boosting your online acquisition strategy
Before Rocket Digital, their primary acquisition channels were offline.
They attracted new potential students during fairs or through phone calls. They started working with Rocket Digital to give greater visibility to their school and grow their business model.
Their challenge was to get a higher number of qualified leads at a lower CPL than they were paying. At the beginning of their work, they had very high CPLs, which made them unprofitable in the online channel.
Audiences, responsive display ads and smart display campaigns
They had always worked on the search channel, so it was a challenge for them to open up to trying channel diversification, such as Display in this case. To do this, we launched a series of campaigns segmented by geographic location to be able to focus on those regions where IDEA is strong.
Choosing the audiences to impact
Using all the different types of audiences available in Google tools, we were able to:
- Identify 100% of IDEA's identifiable leads.
- Divide customers into different audiences, separating them according to their purchasing behavior, content profile and history.
- One of the key points or successes was the choice of audiences for each of the types of courses, both affinity and personalized audiences. This has allowed us to be more precise with the type of audience we wanted to impact.
CPA Optimization to Control Target CPL
- In order to not depend on the creation of banners by IDEA, Responsive Display Ads were created en masse by extracting image information from their own website.
- As there was a drop in traffic in the summer, we took advantage of the opportunity to test Smart Display Campaigns, which have supported all the other campaigns where we were not targeting certain audiences.
- We used Google Analytics Tracking to verify that the data collection was adequate. We also compared the information from your CRM system to ensure the quality of the leads received.
