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The CPA decreased by 40% to 90% (depending on the language/market targeted.
The CTR also came up, even though it wasn't the primary focus, but this mainly came from a more optimised list of keywords.
Results kept on improving during the 1 year and a half of management.
Management paused due to covid.
Decrease the CPA and avoid irrelevant traffic
The campaigns were using very broad keywords (like "study") and using 3 languages in the same campaign (FR, EN, ES).
First steps was to refine the list of keywords to the most relevant (sicne the budget was quite small).
Second step was to split the 3 languages in 3 different campaigns.
Last step was to change the ads to make them CPA oriented, rather than CTR oriented (the goal was to avoid the irrelevant clicks from people being simply curious about how it is like to study abroad).
The CPA decreased by 40% to 90% (depending on the language/market targeted.
The CTR also came up, even though it wasn't the primary focus, but this mainly came from a more optimised list of keywords.
Results kept on improving during the 1 year and a half of management.
Management paused due to covid.
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