The Highlights:

41% decrease in Cost Per Acquisition
year over year

56% increase in ROAS
year over year

33% decrease in spend with 13% increase in conversions
year over year

The Challenge:

International Education Evaluations came to us to improve the overall efficiency of their customer acquisition with strict CPA targets to achieve their profitability goals in a competitive international, niche market.

The Solution:

Prioritization of budget throughout the funnel.
After establishing clear goals and objectives we were able to successfully capture demand through a Google Ads strategy that prioritized low-cost conversions while also allowing us to compete for conversions against incumbents in the space.

Defining global targeting strategy. (Keep it simple)
Simplification of global targeting to leverage Google’s algorithmic learning to deliver ads based on search demand in regions IEE services, while excluding markets that IEE does not serve.

Cleaning up Keyword structure.
Eliminating overlap by separating branded and non-brand keywords. Keeping separation between competitor searches and non-brand searches which allowed us to control impression share and CPA.

The Results:

Through cleaning up the account campaign structure we immediately saw an increase in ROAS. However, through continuous testing and finding our limits we started achieving and surpassing more of our goals.

As our ROAS increased we noticed a 41% decrease in cost per purchase year over year. This allowed us to actually decrease spend by 33% while increasing conversions by 13%. This has set us up to scale the account more efficiently.