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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.
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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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Celebrante is an Australian celebrant directory which makes money from celebrants when users make an enquiry with them through the Celebrante website.
The business model is simple, generate enquiries through the website at less than it costs in marketing to generate the enquiry.
The previous owner was forced to sell the website after rising Google AdWords costs had made the website no longer profitable.
Lance Tapsell, a long-time celebrant and customer of the site decided to purchase it and try to get it profitable again.
By engaging Pathfinder, the business was able to dramatically reduce its cost per lead and ensure profitability for the business and its future.
Vaughtons and parent company WH Darby’s are a 200 year old business operating in Birmingham’s (England) world famous jewellery quarter. Manufacturers of handmade insignia, specialising in products such as Jewels, Medals, Chains of Office, Lapel Badges, Cufflinks and much more. During their prod history they have made Olympic medals, the FA Cup, and have had commissions from several royal families.
In 2021 Vaughtons approach Delta with a challenge.
In recent years the business had diversified and created new revenue streams. This strategy had produced good results but also meant the business had lost focus and it’s brand identity had been diluted. Up against an increasingly competitive market, offering ever more specialised services and products Vaughtons understood that they need to evolve the business if they were to successfully see off the competition and build for the future.
