School Is Easy Ireland Case Study
GOALWe created paid search campaigns on Google Ads and Bing Ads to create brand awareness and drive leads for School Is Easy in Dublin, Wicklow and Cork. As their offering is both in-person and online tutoring, we were able to target a broad geographic area, and appeal to a wider audience than a traditional in-person only tutoring service.
STRUCTUREWe developed campaigns that targeted subject- and location-specific search phrases, as well as general keywords around ‘tutors’ and ‘grinds’ for the various education levels they offer. Display campaigns focused on their website visitors to build brand awareness were also designed and created.
TEST & ADAPTAs this was a totally new structured account, we began testing campaigns at a lower budget to see where we should put our focus. By experimenting with a combination of automated and manual bid strategies, adding a robust list of negative keywords and ongoing optimization to the ad copy, we were able to drive strong results and improve on these results over time.
With our understanding of the market and audience combined with strategic PPC efforts and creatively written ad copy, we have been able to help School Is Easy establish itself firmly in the Irish market. Below are just a few of our highlights:
In the first 10 months, we were able to increase our conversion rates by 137%.
We have driven over 280,000 impressions and 13,000 clicks for the brand across both Google and Bing Search & Display campaigns.
With the focus on online-only services during Covid, we achieved a 10.4% CTR for search terms containing ‘online’, vs a 5.1% CTR across all search terms, by creating ad groups and ads tailored specifically for online queries.
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