|
First Point USA is the World’s leading sports scholarship consultancy, providing assistance to sportsmen and women aiming to pursue their playing and academic careers in the USA.
The Brief
First Point USA had an existing Pay Per Click (PPC) campaign with another leading UK search agency, although not working on a fixed cost per acquisition basis.
The incumbent search agency were utilising the existing First Point USA web site to land traffic on from their campaign.
The volume of enquiries had been underwhelming and the agency had been unable to offer suggestions as to how volumes could be improved.
First Point were aware that there was potential to increase the volume of enquiries and were looking for a more pro active approach to their paid search campaign.
Jellyfish were asked to produce an all encompassing PPC campaign, to increase the volume and quality of enquiries at a no risk, fixed Cost per Acquisition (CPA).
The Strategy
• Design and create a dedicated campaign web site.
• Generate specific landing pages for each main sport and take into consideration the country from which applications are being sought.
• Increase the quantity of keywords of the existing portfolio through comprehensive keyword mining.
• Set up well structured PPC campaign across the three major networks – Google, Yahoo & MSN.
• Manage the PPC campaign to a fixed CPA for each scholarship enquiry.
• Allocate a dedicated Account Director and Account Manager to manage all aspects of the campaign including, but not exclusive to; keyword generation, ad copy writing, campaign performance analysis and management, campaign site management and reporting.
All of the above was provided with no set up cost to First Point USA. First Point USA were only required to pay for the leads (enquiries) acquired through the campaign at the agreed fixed cost per acquisition.
The Campaign
Active Traffic Generating Keywords - 3,300+
Ad groups - 675
Product Offers – Sports Scholarship Placement Service
Campaign site - info.firstpointusa.com
The Results
After just three months of running the First Point campaign Jellyfish are generating between 675 and 750 enquiries, per month, at a fixed CPA. This is a massive increase of 300% from the previous agency’s PPC campaign. Our approach in building a dedicated campaign site has enabled us to focus heavily on converting enquiries from an extended keyword portfolio. The addition of sport specific pages has given the campaign wider reach and improved conversion by providing relevant landing page content. The quality of enquiries has been kept high through using highly qualified ad and landing page copy. Jellyfish have also managed to strike a balance between an enquiry process that is quick and easy while capturing enough information to provide quality leads.
The Service
As part of our service Jellyfish provide:
• A structured PPC campaign (in accordance with Jellyfish’s meticulous methodologies) across all major networks.
• A free, fully managed and hosted campaign site.
• Regular recommendations of subject matter that can be used to create new supplements and landing pages, identified through analysis of the metrics and user behaviour on the campaign site.
• Monthly on-site meeting with the Account Manager and quarterly strategy meeting with the Account Director and Account Manager.
• Unlimited access to the Account Manager via telephone or email.
• The ability to conduct multi-variant testing including, multi offer testing, multi landing page testing, copy testing and Call-to-Action (CTA) testing.
“Since Jellyfish have taken over the PPC Campaign for First Point USA, we have seen a substantial rise in enquiries. Jellyfish have been pro active in their approach to improving the campaign site and increasing the quality of these enquiries, while maintaining a high volume of traffic.”
Andrew Kean - Managing Director
First Point USA.
|