Audit & Best Practice for Chrysalis’ Microsoft & Google Ad Accounts
We increased conversions by 40% by auditing Chrysalis Courses’ PPC accounts, identifying wasted budget spend and optimising their paid strategy.
The Chrysalis team felt they weren’t getting value for money, and thin, confusing reports on their Google Ad spend didn’t get them the confidence they needed. So they turned to Uncommon Blue. What started as an audit turned into a retained client with a strategy built on thorough audience targeting, new ad creatives and robust conversion tracking.
Who Are Chrysalis Courses?
Chrysalis Courses provide part time, NCPS accredited hypnotherapy, counselling and psychotherapy training at nearly 30 locations across the UK as well as remotely.
Because they have a small, specific audience, they need to make sure they reach the right people, with creatives that resonate and messaging that encourages them to convert. In such a competitive place, it’s essential that every pound of ad spend is accounted for and contributes to wider business objectives.
How Uncommon Blue Helped
Understanding Chrysalis’ current issues and overall goals was the starting point. With that in mind, we analysed their customers’ search behaviours, pain points, and conversion journeys as part of a wider account audit, identifying wasted spend and growth opportunities.
From there, we built a detailed plan covering keyword research, a complete account restructure, improved ad copy and proper conversion tracking, including offline conversions and real values assigned to each stage of the funnel. Making use of all every Microsoft and Google tool available, we continually optimised ad creatives and copy, and worked closely with the SEO team to turn search term insights into new content.
The result was a 40% increase in prospectus downloads over two years, with CPC steadily reducing throughout.
“Thanks to a better account strategy, we’ve seen the quality of traffic improve, meaning more valuable leads coming into the funnel and eventually seeing more students enrol for courses. This has allowed Chrysalis to open new locations across the UK or increase the intake in some areas.”
Still Not Convinced?
Contact Uncommon Blue
Do you like what you see? Are you ready to find out how our PPC services can save you money, drive conversions and integrate with other channels?
Contact us today or view our PPC services.
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