➔ KANSAS CITY, MO
➔ This client understood the need to drive more students to their programs via paid search.
➔ The goal was to drive program applications for Medical Assistants and Massage Therapists.
➔ Going into this campaign, the client wanted to focus on increasing applications for both Massage Therapists and Medical Assistants, but we were only seeing increased conversion for massage therapy.
➔ This was difficult because Medical Assistants are one of many similar professions (ex. physician assistants), but we were specifically to target users looking for Medical Assistant training.
➔ We generated incredible results by identifying the highest performing keywords within the Medical Assistant campaign, and funneling more budget towards these while implementing a bidding strategy that aimed at driving a target cost-per-acquisition.
➔ This strategy was highly effective, driving a 10% increase in the conversions driven.
➔ The Medical Assistant strategy did not adversely affect the high-performing Massage Therapist campaign, which boasted a conversion rate of 12%.