While positioning the brand’s marketing strategies, we used Google Display Network ads as well as search ads. We needed a lead magnet to get information from potential customers on the Internet site. We have considered an online service in favor of potential customers. Then we created an online leveling test that users can measure their English level. Thanks to the call to action buttons we put on many places of the website, the user can take a level test to measure his / her knowledge directly and measure the English level. As a result of our advertising spending, we have made landing page optimizations continuously and our conversion funnel became better day by day. For our multi-device marketing strategies, we made separate optimizations for mobile and desktop.
We had to support this test page with an accurate marketing plan. Which means, the message in the ad and the experience the consumer had on the website should complete each other. We have chosen an image that could represent the first question of the placement test. In our GDN ads, “I learn English at Konuşma Kulübü. I ….. a student” text and “Cevapla: Answer the Question” Call to Action button were enabling the users to be navigated directly to the page where the test could start.
Using many targeting types, we did A/B testings on the audiences. We have created user types with different specifications for deep audience targeting. Using the Analytics audience targeting feature, we created different masses based on the engagements within the site. For instance; we showed ads to different audiences like who started the test but did not finish the exam or who came to the homepage from Google network or pull marketing sources like organic but did not start the exam. Google managed an audience(smart list), in the market audience: “Foreign Language Study”.
Simultaneously we did a viewable impression optimization in the campaigns. We selected “leads” in the campaign goals to make machine learning algorithms learn better.
What have we done?
With these ads, in order to obtain information from potential customers, we have received pieces of information such as phone numbers and e-mail addresses. And then, each potential customer was called individually by Konuşma Kulübü sales team who already knew the customers’ placements and test scores. Questions asked by potential customers were answered via telephone, email or face-to-face methods. But there was another problem that we needed to solve in all these steps. Some of the potential customers were not very interested in education, even though they shared their personal pieces of information on our forms. To solve this problem, we used the value track feature of AdWords.
Thanks to the Value track feature, we have done a very detailed tracking in the domain where the ads are published.
Through the tracking template above, we have automatically sent the information such as which domain, which device type, which network the advertisement is displayed on, in the final URL. We made an integration with the client IT teams and we support them to save the keyword, campaign, device information into their database with the help of value track feature. Thanks to this, we have not only started to do CPA optimization but also cost per qualified lead optimization. This affected sales in a very positive way. We can get a more qualified lead at 75% lower price per lead. Consequently, the customer wants to increase the budgets for sales and digital marketing continually.
In order to measure the performance of the campaign, we prepared a data studio report that our customers could easily understand. Referring to the main target of established campaigns; we told our customers about AdWords’s conversion-enhancing features like custom affinity audiences, in-market audience, value tracking, machine learning, and bidding strategies. And our client supported us by understanding the logic of all these experiments and by being patient enough to achieve success.
We used “position based” attribution model instead of the last click model in the measurement of our advertisements. Because the click to conversion time was not very long. And also, in order to effectively use the advertiser’s budget, we had to understand the sources that brought the first click and the last click on the conversion path. We built a mechanism that rewards the first and the last conversion sources in terms of contribution to conversion both, not just the one that brought in the last click.
We also designed non-google campaigns for our Omnichannel marketing structures and we optimized this campaign by following Instagram Story ads with a good UTM URL structure and the help with analytics data. Also, we made 360-degree marketing by retargeting the new visitor customers -that we gathered from these sources- in Google Display Network.
With the help of Value Tracking feature and CRM integration of “konusmakulubu.com”, we have combined the customer information database with the GCLID URL parameter. We’ve got the opportunity to compare these campaigns with offline conversions and customer feedback. We used the data on the Google Analytics Retargeting feature. We created audience lists using user behavior, locations, behavior on the website, and call center feedback. So, we’ve got the AdWords machine learning algorithm to learn. In this business model, we realized that the time from click to conversion is very short, thanks to the Full Funnel approach. We did not use the Data-Driven Attribution Model because there was not enough feedback. Since the duration is short, we have changed our conversion Attribution Model to Position-Based. With this way, we have come to the point where we can analyze the value of our contribution in the conversion journey of all our campaigns.
Konuşma Kulübü, which means “Speaking Club” in Turkish, is a language school prepared for those who want to speak English in a daily life. And it is modified according to the levels of participants. It aims to teach English to its’ users through teachers who are native English speakers in the scope of daily life necessities. Found in 2015, the brand grows nearly 100% annually with the power of the internet and internet advertising. Through agreements with a number of leading universities in Turkey, Konuşma Kulübü has become a growing business and an organization that adapts this business model to many universities.