Campaign Refinement Through Advanced SEM Tools
ChallengeA search engine marketing agency’s work is never done. You can refine keywords, test ad copy and optimize bid strategies until you’re blue in the face, but there’s always room for improvement. That’s what Alta Colleges learned from their SEM agency.
Alta Colleges, Inc. is the parent company for Westwood College and Redstone College. Since its inception, Alta has been a leader in career-focused education, meeting workforce needs in high-demand employment fields. Alta has been working with the same SEM agency for nearly six years. In that time, the agency has continuously reorganized ad groups, refined keyword lists, optimized bidding strategies, written ad copy and developed landing pages. Year after year, they have polished campaigns to further increase lead volume without increasing costs. Continually searching for better ways to manage the campaign and deliver greater metrics, they never stop their quest for further success.
The challenge presented to Alta’s SEM agency, therefore, was to make an already successful campaign even more so. To overcome this challenge, they looked beyond the typical keywords and ad copy optimization techniques to develop a more sophisticated approach. What they found were numerous tools that helped them dive deeper into the campaign to deliver a higher quantity of higher quality leads without increasing costs.
