Speech & Communication Business Increases Bookings by 40% YOY Using Google Ads
The Client
London Speech Workshop was founded by Emma Serlin in 2008. LSW offer communication courses covering Effective Communication, Elocution Lessons, Accent Softening and more. They specialise in providing premium quality communication training courses face to face in London, UK. Due to Coronavirus, they have recently expanded their services online and entered into new markets, covering the remainder of the UK and International markets.
Services
The Brief
London Speech Workshop had a well established business, however they were struggling to cover all areas of the market, they believed they could do more to attract new customers. In April 2019, when the partnership with XNet Digital began, the brief was to expand coverage, increase leads whilst reducing the CPA (cost per acquisition).
Specifically XNet Digital were tasked with:
- Increase exposure
- Increase leads
- Improve the CPA (cost per acquisition)
Our Analysis
After auditing the account we noted that a tracking issue was preventing some leads being recognised both on Google Analytics and Google Ads. This meant that there were some areas producing results but not getting the recognition.
We also noted that whilst there was significant search volume in the Google Ads account and due to the nature of setup, the account was not taking full advantage of the successful areas in maximising their position and exposure.
The Strategy
Research
Initially LSW wanted to focus on advertising within the London area, so they could service the local area in one of their three central London offices. Based on this we carried out the following:
- We audited existing campaigns for successful keywords & ads which had produced results previously which we could use for implementing the new campaign structure.
- We researched new keywords relevant to the business in order to find new areas for growth.
- We started to build audiences around previous website engagement.
Campaign Creation
Following on from our analysis and the insights it produced both for the existing campaign and our own in-depth keyword research, we created a new campaign structure. We used keyword themed ad groups to target specific searches people were using online and then tailored ads around these searches to ensure they were more personalised to each user and as relevant as possible. The theory was that the more relevant the ad to each keyword, the more likely a user would be to click on it, in-turn we would expect to see a higher CTR (click through rate)
Targeting
Previously the account had not built up any audiences of previous visitors and / or likely visitors to the site. We began building up the audiences in order to use this for a remarketing campaign and also for other display campaigns in the future.
Next Steps
After the successes of the initial strategy, and the change in the service offering (online rather than face to face). LSW were keen to grow the account more and in more areas. As such we expanded coverage nationally and internationally finding new markets to enter. We also created the company’s first YouTube video advertising campaign in order to expand coverage in a completely new area for the business.
The Results
40% increase in number of bookings
65% decrease in average cost per click
50% decrease in cost per lead
Customer Testimonial
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XNet Digital Ltd.
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66 College Road
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