PPC Case Study – Hondros College

CompanyHocking College PPC Case Study

Hondros College

Industry

Education

Goals

-          Correctly install conversion code on site for all campaigns

-          Track actual return on ad spend

-          Track results for Compucram and Hondros Nursing

Challenges

-          Time limitations

-          Limited budget

What we did

Webbed Marketing worked on various campaigns with Hondros College to ensure PPC traffic. We installed conversion code, correctly, across all campaigns on 5/28/2011.

With eCommerce tracking enabled on the site, we also tracked actual return on ad spend. For Compucram, we stopped managing campaigns at the end of May. However, from Jan-May, the number of campaigns varied from 33-53 (didn’t increase over that time, varied due to performance, new initiatives, pausing underperforming campaigns).

For Hondros Nursing, we increased conversion rates, with optimal cost/conversion.

Outcomes/Results

Once conversion code installation was installed correctly across all campaigns on 5/28/2011, the campaigns converted 554 visitors at a cost per conversion of $15.56 and were converting at a 4.79% rate.

With eCommerce tracking enabled on the site, we also tracked actual return on ad spend. $8,641.27 in ad spend generated $74,761.59 in revenue for a 765% ROAS.

For Compucram, we stopped managing campaigns at the end of May. However, from January to May, the number of campaigns varied from 33-53 (didn’t increase over that time, varied due to performance, new initiatives, pausing underperforming campaigns).

Across all campaigns, drove 2106 conversions (purchase and download of software) at a cost per conversion of $21.23 and a conversion rate of 6.88%. eCommerce tracking is not installed in Analytics, but using a product average revenue of $40, the estimated ROAS is that an ad spend of $44,715.19 generated $84,240 in sales for a ROAS of 88.4%.

For Hondros Nursing, the optimal target cost/conversion was $40 and under, as stated by the client. Since we began managing the campaigns in March, the client had 355 conversions (contact) at a cost of $38.53 per conversion and a conversion rate of 8.84%. Since the client gave approval for a re-organization of the campaigns on July 20, when the re-organization was launched, the cost/conversion decreased to $25.32 and conversion rate increased to 10.3%.