The Challenge
DIKA is an institution that provides diplomas in early childhood education and special education. DIKA was looking for ways to bring more visitors to its website, and to generate a high volume of good-quality leads and more enquiries for its courses.
Its website says DIKA College has offered early childhood education programmes in Malaysia since 2004 and is fully accredited by Malaysia’s Ministry of Higher Education.
The Diploma in Early Childhood Education was the priority course, with the Diploma in Special Education (Early Years) second. DIKA’s target students were school leavers aged 18 and 19 (70%) and working adults (30%).
Our Approach
Campaign Setup And Tracking
Primal created search engine marketing campaigns and tracked form submissions on the website.
The Google search campaigns started in July 2020.
The account ran 4 search campaigns, one for searches of the DIKA name, one for competitor searches and one for each diploma, with keywords such as “diploma in education” and “special education course in malaysia”.
Beside the form submissions, clicks on the WhatsApp, phone and social media buttons were recorded too.
Optimisation And Reporting
Primal paused keywords and ad groups with a high cost and no conversions, or a bounce rate above 95%, and added negative keywords such as “early childhood education auckland”. When leads came in from overseas, Primal narrowed the location targeting.
Primal tested the Maximise Conversions bid strategy in experiment campaigns. In one experiment, the 22 keywords that had brought conversions were split into an ad group for parents and an ad group for students.
DIKA had a live campaign dashboard, a check-in every 2 weeks and a monthly report.
Outcomes Achieved
- 197%Increase in conversions
- 45.16%Decrease in cost per acquisition (CPA), to RM85
- 7.46%Increase in click-through rate
Key Insights
- DIKA wanted a high volume of good-quality leads and more enquiries for its diploma courses.
- Each diploma had its own search campaign, beside a brand campaign and a competitor campaign.
- Conversions rose 197%, while cost per acquisition fell 45.16%, to RM85.
