SHAPING SEM TO MATCH YOUR BUSINESS
DATES: 2021-2022
INDUSTRY: ONLINE LEARNING
CHANNELS: GOOGLE ADS
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
ACTION PLAN
➥ 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.
RESULTS
✓ Reduced Google Ads spend by 15% with a ROAS of 400% -700%
✓ Increased MRR by over 20% after 90 days, allowing for us to expand advertising into Quora and Reddit.
✓ Transitioned to a skill-specific structure over coding language ad groups