Improving conversion rates and CPA through contextual advertising optimization

The client & their objectives

«London College of Style» is a college in central London offering expensive courses in personal style, fashion photography, and interior design. It is a center of excellence for fashion, creativity, and style.

In March 2022, key indicators were:

• Conversions — 35
• Conversion rate — 0.29%
• Cost per conversion  — £66.79

This performance was unsatisfactory, so LCS tasked me to further maximize Search channels and increase revenue by 15%.

Our approach to optimization

I started with improving measurement by developing and implementing new tracking templates and conversion goals, which also involved analyzing the competitors. As a result, it was decided to launch the main campaign for Personal Style courses and a separate campaign for competitors on the Bing Ads platform. 

Based on audit insights, the client’s ad account was entirely restructured to better support optimization and market expansion. New keywords were added from keyword research and competitive analysis. A/B testing for various landing pages and ad copy was launched to further improve Conversion Rates and CPA.

1. GA4 and e-commerce have been set up. Duplicates in tracking were removed, and audiences were created for each course.
2. Each individual course received a remarketing campaign with its own creatives and discounts.
3. A search campaign was launched on the Bing Ads platform.
4. Campaign settings have been changed and optimized. In search campaigns, impressions on the Media Network were disabled, ad rotation was changed, the budget was adjusted, and the bidding strategy was changed. In the Display Campaign, impressions on mobile devices were disabled (as they are usually random clicks), and countries without conversions were also disabled.
5. The structure of search campaigns was optimized, the type of keyword match was changed from broad to phrase, and most search campaigns were also restructured. Each course was separated into individual search campaigns and brand queries — in personal brand campaigns.
6. Approximately 2000 search requests were processed.
7. The text of advertisements has been improved. 
8. Added path 1 and path 2 and price extension.
9. As it was discovered that some queries on competitors are converted, it was decided to launch a search campaign on competitors. 
10. Performance Max campaign was also launched with asset groups structured by interests, competitor requests, keywords, and buyer intentions. 
11. The list of negative keywords was worked out and expanded to reduce the cost per conversion.

Our results

• Number of conversions — increased from 35 (March 2022) to 254 (January 2023).
• Conversion rate — increased from 0,29% to 3.83%;
• CPA — decreased from £66.79 to £11.83;
• Profit — increased by 20%.

LCS also saw a substantial growth across all paid KPIs:

• Leads  +625%
• Impressions +61%
• Online Course Purchase +77%

“I have been working with Olesia for most of 2022. She is extremely talented, works hard consistently and is always willing to help find new solutions to exceed targets. Having worked with many PPC freelancers in the past, Olesia is up there with the very best. I would recommend her. 5 ⭐️”

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