So we’re going to be discussing a paid digital campaign for IMS. This has been done by Schbang Digital Agency and we liked it so much that we thought we will show this to you guys and discuss some of the learnings that are there from this case study.
IMS is the leader in management training with 40 years of experience. The Institute has over 90 centers in India with over 50,000 students. The objective was to generate leads for each of the centers. With our media campaign be we achieved 82% increase in overall leads.
How did we achieve that? To start with, we broke down our campaigns into three categories basis the brand business model. Undergraduate, postgraduate and study abroad students age group generally research career options on Google.
We created a location-specific campaign structure example, if a person is looking for ‘cat coaching in thane’ they were directed to the closest Center and if a person is looking for cat coaching in Dadar the close IMS shows up, this resulted in CTR being as high as 24 percent with generated 6605 leads in the span of just one year the next step.
To ensure that we captured the complete customer journey by remarketing users to engage them at all points. We did not lose out on students who previously showed interest. We stepped up our remarketing to Google display ads that helped us close 42% of the total leads.
Lastly. We wanted to measure the impact of digital advertising in the real world. We created location extensions on a campaign level which were linked with their Google my business account. This resulted in offline tracking – We were able to track how many users saw the ad in the span of just one year.
We got 33560 Walkins after centers. And an 81% reduction in cost per lead and a 24 percent reduction in average cost-per-clicK.
The first learning is that when it comes to Quality leads. There is still no competition to search engine marketing. Search engine marketing as a lot of you may know it’s actually the tactic which will help you to generate leads from the queries, which people are putting out on Google and they do so well just because there is a clear intent in consuming products or services.
The second learning is Relevance which works wonderfully when it comes to search engine marketing. Now, for example, when there was a bit in the above paragraph, which talked about how they have their location specific ads depending on the location which was there in these search query.So that was an example of relevance. And the fact that there were so many different ads means that every ad was trying to talk to a specific intent and that’s the reason why so many ads need to be created.
The last learning is about offline tracking which is now a reality. So what that means is that if a digital agency is generating leads for a business like IMS, which where the finally the conversion is happening in retail Center. People have to walk in and actually pay the cheque. Earlier with respect to digital campaigns was that it was difficult to track if the online lead is actually the person who’s going to Center and paying.It was a very big challenge to do the tracking and now what has happened is because of the way in which Google Maps integrates with Google ads. It has become quite easy to actually track if that person has who has looked at the ad, he or she has actually walked into a center and paid the cheque.
So those are the biggest learnings that we had from this case study. Thank You.