Objectives & Total Budget
In February 2023, American Real Estate Institute wanted to increase the amount of conversions and phone calls they were receiving. Between October 2022 – January 2023 our client was only receiving a monthly average of 38.25 conversions. Our goal was to increase monthly conversions from 38.25 to 50. We pitched the idea to our client to increase their monthly budget from $800 to $1,600; they accepted and we implemented the recommended budget changes. We devised a comprehensive strategy to optimize their online presence and attract a larger audience, ultimately driving more conversions and phone calls.
Target Audience & Strategy
American Real Estate Institution offers real estate pre-license, post-license and continuing education courses for individuals who reside in Pennsylvania. Therefore, their target audience includes aspiring real estate professionals, individuals seeking continuing education in the field, career changers interested in the real estate industry, and real estate investors. From a demographic standpoint, they target men and women residing within a 15-mile radius of their Bucks County, PA location and a 10-mile radius of their Philadelphia, PA location.Â
Implementation & Creativity
We successfully enhanced the campaign for our client through a series of optimizations. One significant improvement was doubling the monthly budget from $800 to $1,600, allowing for increased visibility and ad reach. Leveraging the power of Google keyword planner, we conducted thorough research to identify relevant broad and phrase match keywords that aligned with the clients offerings. By incorporating these carefully selected keywords into the campaign, we aimed to improve ad targeting, increase click-through rates, and ultimately generate more qualified leads for the American Real Estate Institute.
Challenges and Overcoming them
The biggest challenge we faced was the combination of a limited budget and low-performing keywords. To overcome these issues, we adopted several strategies. Firstly, we conducted a thorough analysis of the existing keyword list and identified low-performing keywords that were not generating the desired results. These keywords were replaced with more targeted and high-intent keywords. By refining the keyword selection, we ensured that the campaign reached a more relevant audience, maximizing the impact of the available budget. Additionally, we optimized bidding strategies and closely monitored campaign performance to allocate the budget effectively. We firmly believe that every client, regardless of their budget, deserves to see positive results. With our dedicated paid search team, we are committed to delivering exceptional outcomes and driving success for our clients, no matter the financial constraints.
Results & Evaluation
When looking at our results, we compared October 2022- January 2023 to February 2023 – May 2023. Clicks increased from 2,246 to 2,953 (31.48%). Another exciting achievement for this campaign was the increase in phone calls they received. Average monthly phone calls increased from 13.75 to 17 (23.64%); this was a bigger jump than we were expecting! Our conversions increased by 12.45% resulting in 226 conversions. Average CPC was $2.16 and our cost per conversion was $28.19. Additionally, our search impression share was 14.97% up from our <10% search impression share (49.86% increase).Â
Win?
Our campaign deserves to win because we have achieved exceptional results in overcoming challenges and driving success for our client. Despite facing the constraints of a limited budget, we strategically optimized the campaign to maximize its impact. Our comprehensive strategy successfully enhanced our clients online presence, attracting a larger audience and ultimately driving more conversions, phone calls, and increased ROI. The tangible results we have achieved demonstrate our ability to deliver measurable and impactful outcomes for the American Real Estate Institute, making our campaign a deserving winner!