Pay per Click – Educational Sector

The client sought an agency that could work closely with its internal team to achieve its common goals. Thanks to the close relationship between the brand’s marketing team and the Webgas team, the campaigns have been able to generate excellent results in terms of Cost per Lead, ROI and ROAS.

The starting point of Webgas’ strategy was to analyze and understand the available data to identify potential critical issues and identify potential areas for improvement.

Data sources were multiple, including CRM, Google Analytics, Google Ads, Linkedin Ads and external data on third-party platforms.

In the first instance, then, Webgas aggregated the different numbers and created the first visualizations of data so that you had a holistic view of the business. This initial and in-depth analysis of the data enabled the team to gain a solid and scientific first understanding of potential performance deficiencies to be filled.

These key elements helped Webgas develop a customized strategy tailored to the customer’s needs. In particular, an executive summary was created to highlight the key challenges that different teams were facing and the technological and procedural gaps to be filled to optimize processes and maximize returns.

The document also included a detailed action plan with a timeline, a RACI matrix, and a GANTT.

The next step was to define key performance indicators (KPIs) that are critical with the customer to track the final results and ensure that the project execution was flawless.  

As highlighted in the problems section, the customer’s initial Google Ads account had a very basic structure, in which it was not possible to profile the target users more and consequently not to make the various optimizations.

As a first step, WebGas completely restructured the customer’s account.

The campaigns were divided according to the services to be advertised.

With this more suitable and more profiled structure, Webgas was able to identify Specific Targets to target.

After collecting a statistically significant amount of data, Webgas, in synergy with the customer’s team, proposed creatives, copies and personalized ads to the various target segments of the individual services offered.

Webgas, exploiting the power of the Google Display Network, has managed to design several successful Display campaigns, also in this case, profiled according to the various segments identified.

The old agency that ran the customer’s PPC campaigns did not advertise the services offered on Facebook, one of the most used platforms by one of the main targets identified. By reproducing the google ads structure, Webgas has also been able to record excellent results on Facebook Ads.