Another agency came to Involve Digital asking us for help. Their agency didn't have the resources or expertise to deliver what HIA ( Housing Industry Association ) needed. The brief was weak so Involve Digital insisted on speaking to HIA directly to understand exactly what needed to be achieved. It was clear that HIA would need a microsite built for this campaign and various digital marketing campaigns to drive sign-ups for their industry courses.
To get as many course sign-ups as possible for HIA. There were several courses, so this activity required a segmented and targeted approach and a clear path to conversion.
Google Search Ads, promoting the various HIA courses available.
Because this was a Google search ad campaign, the optimisation revolved mainly around keywords and the intent attached to each keyword. There was also A/B testing and optimisation across all search ads. A key metric Involve Digital likes to use for optimisation is conversion rate. Down to a keyword level. This helps them understand the intent behind every keyword. It also helps them know if some keywords are chewing up the budget without delivering conversions.
Building Surveying Courses keyword had a 100% click-to-conversion rate.
Certificate for Building and Construction keyword had a 100% click-to-conversion rate.
10.48% click-to-conversion rate in Tasmania.
Average search position 1.3