Vox-sprachschule.ch - Case Study

How we increased the number of leads from Google Ads by 300%
Before:
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Conv. Rate
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Number of Leads
CHF 0
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After:
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Number of Leads
CHF 0
Cost per actions
About VOX-Sprachschule
The VOX language school was founded in 1994 as VOX-Script language studio in the heart of Winterthur and has since been offering high-quality services in the areas of language classes in small groups of maximum 5 people, individual language classes, as well as specialized company classes with tailor-made language course solutions.

Client focuses on speaking, as it is the most natural form of communication. Many people concentrate on writing and reading, which prevents them from feeling like they are making progress in their target language. They try to approach this learning process differently: when you train yourself to speak first, grammar simply becomes a tool to support you in your language-learning journey. Reading and writing should come naturally, while speaking needs to be practiced at least 15 minutes a day.

Client’s mission is to help people to learn speaking correctly without wasting time. In all lessons, we use the innovative VOX-Method. It is very much focused on speaking and pronunciation and is only taught by the most talented specialists with a university background in linguistics.

Directions for work when we started working on the Google Ads account:

1

Improve Campaign structure

2

Improve Measurement system;

3

Improve Conversion rate and Quality score;

4

Perform additional Keyword Research and remove low performing traffic

These main optimization steps have been taken:

1

We divided brand, non-brand, online, and offline keywords into separate Campaigns. Also, we created additional Campaigns for the TOP performing keywords of all time. This structure enabled more control over the budget and emphasized segments that needed more investment depending on the business needs or season.

2

Implemented data feed for Dynamic ads that allowed to automate the process by showing information on the extra discounts per certain course and location.

3

Analyzed Search term reports for all time, and used negative scripts that allowed to analyze each individual word in the search term and its influence/performance. Added further negatives and new keywords based on analysis, as well as paused low-performing keywords.

4

Identified weak places of the website in terms of conversion rate. The course pages had low performance. User behavior analysis showed that users can be confused by having to read through a lot of information on the page, which also made the page longer. Our hypothesis was that shorter pages can give better results. This was confirmed as the conversion rate from short pages increased by 3–6 times.

5

We worked on the content. With the help of {KeyWord:}, {Countdown:}, and {Location:} insertions and a closer look on Headlines and Descriptions with the client, ads were updated to improve the Quality Score.

More Ad extensions and additional types of extensions were added in rotation.

6

Conversion tracking. The client has several actions with the same value that basically mean “Lead”. We suggested unifying these actions by sending the same event to Google Analytics whenever any of those events took place. This strategy simplified and improved conversion tracking as well smart bidding for Google Ads.

How we tackled the challenge

Results

Conv. Rate 2.18%
Monthly budget and CPA: CHF 20–25 k / CHF 90–95.00 per lead
Number of Leads: 200–220
Improved Campaign’s structure.
Improved conversion rate of the Google Ads channel as well as overall website conversion rate.

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