The Academy of Contemporary Music has been training artists, producers and business entrepreneurs for careers in the music industry since 1995.
ACM (The Academy of Contemporary Music) had the objective of improving their online exposure in an attempt to drive targeted traffic back to their site with the intent of enquiring and/or applying for one of their music courses. With a clear instruction of what courses to promote, who they see as their key demographic, and a strict cost per conversion target across all campaigns and tactics, we had a detailed brief of what the requirements were.
Following a thorough strategic research phase, with the aim of understanding search demand and competitor behaviour, we ensured the site adhered to this strategic insight, building out new destination and course pages to benefit SEO, PPC and, more importantly, to improve the user experience and thus lead to higher conversion rates.
By creating a comprehensive paid search account build, structuring the campaigns by course type and education type, both with campus locations and geo-targeted versions, we were soon able to apply all the very latest tactics and extensions to build excellent quality scores.
This was followed by several remarketing campaigns which was able to successfully re-engage with people who had previously visited specific course and destination pages on the site, yet not enquired/applied/registered, supported by affinity audience display campaigns and GSP campaigns, showing ads to Gmail users based on select terms.
Having worked with ACM since July 2016, we have achieved the following:
- Overall CPA is 231% ahead of/below target
- 212% improvement in (Google AdWords) Search CTR