Capita A winning approach to PPC for Capita's courses
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.
- Digital strategy
- Pay-Per-Click (PPC)
- Conversion Rate Optimisation (CRO)
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.
It was important to minimise spend, which was achieved through optimised, sophisticated behavioural targeting.
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.
growth in conversions
reduction in cost per conversion
increase in ROAS
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%.
If you would like to find out more about how we can help you connect strategically, creatively or digitally, then call us or get in touch. We’d love to hear from you.