When the cost per acquisition (CPA) of a paid search campaign is below target, it feels good. Really good.
But does it feel good enough? NEVER!
So what do you do when faced with a paid search campaign that has always beaten its cost per acquisition (CPA) goal? if you’re the Sparkroom paid search team, you push harder and plan to surpass the prior year’s results, as they did recently for a regional higher education institution.
Leveraging past learnings, the Sparkroom paid search team tested new opportunities to boost the performance of this school’s already successful paid search campaign. As approaches became proven and the prospect for more high-converting volume was identified, budgets were increased to maximize the paid search channel and bring in even more enrollments… all at a cost way below the school’s goal.
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