DPAC 2010 Best Search Campaign Finalist: Response Mine Interactive for Education First Educational Tours / College Break
publication date: Nov 29, 2010
RMI drastically transformed the existing College Break paid search campaign. To achieve the program objectives, RMI began to utilize Google’s Content Network to expand College Break’s audience reach via higher impression levels. To ensure precise relevancy based on specific destinations, seasons and holidays/tours that the target audience was searching, RMI added more detailed segmented ad groups. Ad groups were expanded and within these ad groups, a keyword expansion strategy was applied. Broad match terms were scaled back while phrase and exact match were more aggressively deployed. A new series of landing pages were launched to improve aesthetics and increase conversion rates among the target audience. Testing was constantly employed to ensure the landing pages were more effective in lifting conversion rates.
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