Introduction

This case study explores how Green Hearted collaborated with an education technology company to revolutionize its prospecting process using strategically crafted pay-per-click (PPC) campaigns. By harnessing the power of digital advertising, the agency achieved outstanding results and helped the EdTech company secure top-tier substitute teachers.

‍

Campaigns:

• Gated Content Campaign - designed to drive qualified leads
• Location-Specific Campaign - designed to drive qualified leads in specific geo-locations

The Client

This client sought assistance in their PPC campaigns to attract and engage potential substitute teachers in critical locations nationwide.

Gated Content Campaign

Summary

Green Hearted expertly optimizes this gated content campaign regularly for optimal results. 

‍

Goals

The client needed to generate leads during the slow season and capitalized on the opportunity to drive results when the competition was relatively low. Green Hearted was able to maximize results and drive significant conversions by leveraging market dynamics. 

Our Approach

The campaign began with an in-depth analysis of keywords and ad copy to lay a solid foundation. We implemented optimizations as needed and appropriate, including refining keyword match types, adjusting bid amounts, optimizing budgets, optimizing bid strategies, crafting compelling ad copy, identifying negative search terms, and evaluating keyword performance. We continuously fine-tuned the campaign systematically to ensure optimal results and drive high-quality leads consistently.

‍

Results

CTR and conversion rates are significantly higher than average.

CTR

Conversion Rate

Impressions

11.73%

11.83%

70,163

*GH pulled results after two months of the campaign running. 

• Industry average conversion rate: 3.39% 
• Industry average click-through rate: 3.78%

Location-Specific Campaign

Summary

In this substitute teacher PPC campaign, we aimed to attract and engage potential substitutes in critical locations. ultimately meeting our goal of generating a consistent flow of qualified substitutes for this client.

Goals

The goal of this campaign was to generate pipeline and increase the number of substitute teacher registrations. 

‍

Green Hearted implemented retargeting campaigns to continue the registration process and address the summer lull. 

‍

KPIs:

• Conversion Rate
• Click-Through-Rate
• Impressions

Our Approach

We implemented weekly optimizations to enhance its strategic impact. By regularly monitoring and fine-tuning these campaign elements, we could maintain a strategic edge and maximize the campaign's effectiveness in engaging potential substitute teachers.

‍

By maintaining regular communication and collaboration, we aligned our efforts with the client's objectives and effectively addressed any emerging challenges. This strategic approach fostered a strong partnership and allowed us to refine our optimization strategies for maximum impact continuously. 

‍

Execution

In this campaign, regular optimizations took place. These optimizations involved adjusting bid strategies, keyword match types, dayparting, and refining ad copy. Green Hearted also offered suggestions to improve conversions by making landing page adjustments. 

‍

Ongoing reporting included campaign progress, campaign outcomes, conversions, click-through rates, and cost per acquisition.

Results

• PPC has the highest conversions of all channels the client engages in, second only to direct job boards. 
• Higher than average conversion rate
• Higher than average click-through rates
• Simultaneously running retargeting and competitor campaigns with location campaigns was very successful.

• The competitor campaign had an average conversion rate of 17% after two months. 

CTR

Conversion Rate

Impressions

4.5%

6.6%

225.9k

*GH pulled results after two months of the campaign running. 

• Industry average conversion rate: 3.39% 
• Industry average click-through rate: 3.78%

‍