RESTRUCTURING  YOUR GOOGLE ADS TO FIT NEW BUSINESS GOALS

OVERVIEW

Educative is a leading online learning platform created for developers and software engineers. Coming into the Lead Performance marketing role in 2021, the company had stagnant revenue and decreased user growth from Google due to the  expansion of competition in the education tech space 

SITUATION AND ACTION PLAN

With paid search making up around 30% of Monthly Recurring Revenue (MRR) with a ROAS of around 200%, I was tasked to improve the ROAS without reducing the MRR. 

  • Restructured all Google and Bing search campaigns in the first 90 days to move away from the e-commerce style of campaign structure

  • Scaled up higher converting categories of courses, like interview prep and machine learning

  • Transitioned to a skill-specific structure over coding language ad groups

  • Leveraged dynamic campaigns to capitalize on content-heavy courses and niche search terms.

  • An image of the Cultural Center.

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  • An image of the Cultural Center.

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