I assisted in improving revenue, return on ad spend, and increasing class/testing enrollment. I was also able to help increase the food manager course/test purchases which were more valuable to the client than the food card purchases.


Below are the overall results

  • Return on ad spend +34.32%
  • Value/conversion +50.05%
  • Revenue +28.06%
  • Average CPC -1.04%
0.34
ROAS

Shire Lyon A.

Mayple Vetted

expert

The Challenge

This client is a food card and food manager course and testing provider. They help restaurant employees and managers gain the proper credentials they need to follow state and city guidelines. They offer both online and in-person classes and testing.


We faced several challenges.


  • They target restaurant employees and we were in the middle of a pandemic
  • The user experience of the website was not optimal
  • We were unable to track adds to cart, abandoned carts or anyone who started the purchase without completing it.


Our goals were to increase the number of sales and raise revenue while decreasing their CPA and CPC.

The Process

I was the project manager in charge of onboarding the client, understanding their needs, and working to ensure all necessary tracking was in place. I was also the ads manager. I audited and optimized existing campaigns and built out new ones. There were a large amount of broad match keywords and I worked to adjust these to phrase and exact match so the searches would be more relevant. I also worked to improve their ads, bid modifiers, and negative keyword list. The campaigns and performance were examined at every level to ensure we could reduce the cost per purchase as much as possible.

The Solution

I assisted in improving revenue, return on ad spend, and increasing class/testing enrollment. I was also able to help increase the food manager course/test purchases which were more valuable to the client than the food card purchases.


Below are the overall results

  • Return on ad spend +34.32%
  • Value/conversion +50.05%
  • Revenue +28.06%
  • Average CPC -1.04%
Skills Used

Paid Ads

Industry

Education

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