How working to Google Best Practice saved Simply Education money and gained registrations
Simply Education are one of the largest education recruiters in the country. With 20 branch locations, they need a digital marketing partner who can support a large scale organisation with a variety of needs.
Digital Performance, Organic Search, Paid Search Ads
Simply Education came to Zinc with a digital marketing strategy that just wasn’t delivering. The company knew the value of SEO and PPC, and had used the services from other agencies in the past, but weren’t seeing the return they knew was possible.
The goals were simple: bring in more registrations and applications to the website in whichever way was most profitable to the company. However, seeing as there was yet to be any sufficient tracking on the site, Simply Education had no real insight into what was working for them. They needed a transparent, thought-through strategy that factored in the long-term.
- Analyse the poorly performing site
- Improve the current SEO rankings and results
- Find out what channels are working for the business
- Decrease overspending on PPC
- Increase registrations & applications
There was significant spending on Google Ads without much return, and a stagnant SEO strategy. Previous agencies had gone for quick wins, but not worked to a strategy that would work in the long term. From our first looks, we knew that there were some big changes that needed to be made to make Simply Education profitable.
Expect obstacles and face them head-on.
Following a full website and PPC audit, we knew that Simply Education’s Google Ads account needed a full restructure. Their site was full of duplicate content and black-hat SEO techniques that were likely to lead to a penalty in future. Simply Education entered into an ongoing partnership with us for both PPC and SEO services. This enabled us to spread our solution over a long-term plan, making it a futureproof solution and a manageable cost. We used the first months to solve the most pressing issues, then focused on growth and improvement.
- Restructure of Google Ads account
- Advanced Analytics implementation
- Ongoing SEO on and off page
- Ongoing PPC on Google & Bing
- Duplicate content rewriting
Restructure of Google Ads account
The previous Google Ads were unstructured, without the Google Best Practice techniques of segmentation, location targeting, or negative keyword implementation. Without these, the account will spend without any guidance on the best customer.
Ongoing SEO on and off page
With as many locations as Simply Education, local SEO needed to combine with national SEO to bring in the optimal site traffic. We took on the Google My Business management, ensuring the local searchers were able to find their local branch easily. The team then implemented immediate fixes on the black-hat techniques previously present on the site to avoid a penalty. We then embarked on ongoing outreach to build an off page profile, using infographics and blogs to gain authority online.
Ongoing PPC on Google & Bing
Following the restructure, the PPC team saw immediate improvement. With the saved budget, we then expanded into Bing. By segmenting Ad Groups by location & Job Type, we were able to create highly relevant Ad Copy which improved keyword quality scores & Click Through Rate. With the addition of Dynamic Search Ads, we ensured Simply Education showed highly targeted adverts at all times.
Simply Education are currently celebrating their busiest season yet, with great results delivered from both services. The Google Ads restructure has reduced the CPC by 26%, and overall costs are down by 38%. With the same budget as the company were using before we began work, the Zinc team have incorporated a second search engine and increased registrations from Paid Search by 55%. Organic Search has resulted in an uplift in all goal conversions of 55%, and gained top 20 placements for each of their 20 locations. Combined, the services provided by Zinc led to a 70% increase in total users in the space of a year. With a data-driven strategy based on ROI and results, Simply Education now have a digital marketing partner that delivers.
increase in Paid Search registrations
increase in total users since last year
increase in Organic Goal Completions
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