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Capita A winning approach to PPC for Capita's courses

The challenge

vision2learn, or V2L, is a specialist company within the Capita Learning Division, that helps to provide affordable, flexible e-learning solutions, for businesses and individuals looking to upskill or gain vocational qualifications.

Working with over 150 further education colleges, training providers, and public and private sector organisations, V2L has helped more than 100,000 adult learners gain nationally accredited qualifications.

The pandemic, however, (sorry, we're back to that) lead to a huge increase in online learning platforms, and it's since become crucial for V2L to stand out from the competition. Their previous agency's paid media campaigns were no longer meeting targets and with this in mind, we were tasked with increasing awareness and more importantly increasing sign-ups to the platform, while remaining competitive and cost-sensitive.

Services provided

  • Digital strategy
  • Pay-Per-Click (PPC)
  • Conversion Rate Optimisation (CRO)

Project team

  • Karina Waller
    Karina Waller
    Project Partner
  • Katie Van Der Walt
    Katie Van Der Walt
    Paid Media Specialist
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Our digital solution

'Exact match' keywords

Through shifting high-value keywords into specific 'exact match' campaigns, we were able to ensure we were always serving ads to these searches. 

Remain cost-effective

It was important to minimise spend, which was achieved through optimised, sophisticated behavioural targeting.

Keyword optimisation 

From optimising keywords, to removing non-performing terms from triggering ads through negative lists, we were able to streamline our searches. 

Competitor remarketing campaigns

Targeting users of competitor websites, and job listings on employment portals whose requirements matched our offering, allowed us to reach a more specific and relevant audience.

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The results

  • 653%

    growth in conversions

  • 62%

    reduction in cost per conversion

  • 201%

    increase in ROAS

  • Working with The Escape is a fantastic experience. Over the last couple of years, we have been working with them on our vision2learn and Contact Associates businesses. We have seen how impactful and cost-effective a well thought out and executed paid media campaign can be. Through work with The Escape, we have generated millions of pounds in revenue and made significant cost savings from previously used marketing channels. With a thorough understanding of our business, they are able to support us with successful strategies and advice to gain the best results for the ad spend available.

    Head of Marketing, Education and Learning at Capita

Final thoughts

Working with a FTSE250 company, understandably means that our Performance team and campaign results were put under a microscope. Luckily that's never been a problem for us! 

Through keyword optimisations and updating the audience focus to in-market users, we were able to reduce the cost per conversion by 65%, while also increasing the overall conversion rate from 4.63% to 13.2%, since the inception of the campaign.

Increasing the overall efficiency of the campaign, allowed us to scale spend while driving higher conversion numbers. As the campaign ran, we incrementally increased the monthly media budget up to over 300%, and as a result, we grew conversions by a huge 653%. 

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