cs-ppc-childcare

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PPC Professionals
AdWords Case Study
Daycare Company Increases Conversions by
82% & Decreases CPA by 38%
2015 - 2016

Overview: USA Daycare Company
USA Daycare is a leading provider of educational childcare with
60+ locations throughout the North East. USA Daycare’s biggest
key performance indicator is the amount of tours scheduled
through their website.
USA Daycare hired PPC Professionals to increase the amount of
tours scheduled, reduce the cost per acquisition (CPA) for each
scheduled tour and scale budget while maintaining target CPA.
After analyzing the onsite and offsite conversion process, we
identified what their target CPA should be as well as overall
business goals. With this information we were able to analyze their
AdWords account to find opportunities for growth and
improvement.

Goals & Results
Goals
• Increase tour volume
• Reduce CPA for scheduled tours
• Scale budget while maintaining target CPA
Approach
• Review underperforming locations
• Analyze keyword relevancy
• Improve landing page keyword relevancy to increase Quality
Score
Results
• 82% increase in scheduled tours
• 38% decrease in cost per scheduled tour
• 98% increase in conversion rate

Understanding How Parents Search
For Childcare

Location Targeting
Over 70% of conversions originate from parents located
within 30 miles of each school
After speaking with the schools, we found that parents
usually look for a daycare close to their home or office,
which confirms the data in AdWords.

Location Targeting
Since there were more tours scheduled from people closer to each
school at a lower cost, two modifications were made to further
capitalize on this finding.
1. Changed Location options from People in, searching for, or
who show interest in my targeted location (which is
recommended by AdWords) to People in my targeted location.
2. Location targeting was previously set up using radius
targeting, which can include areas outside our target due to
the way AdWords handles radius targeting. This was changed
to city and zip code targeting instead, further tightening the
locations being targeted.

Analyzing Keyword Data for
Relevancy

Keyword Relevancy
Less than 1% of conversions originated from irrelevant
keywords from 2015 - 2016

Keyword Relevancy
Top performing and under performing keywords were analyzed
for keyword-related performance patterns related to conversions.
The two following types of keyword phrases consistently
underperformed and were added to a Negative Keyword List.
1. Names of competitors
2. Keywords describing features that are not offered by USA
Daycare (i.e. half-day, overnight, by the hour, etc.)
3. City names and zip codes outside of each school’s target area

Optimizing Landing Pages to
Increase Quality Score

Quality Score
Overall Quality Score increased by 15% from 2015 - 2016

Quality Score
After reviewing overall keyword Quality Score, it was concluded
that low Quality Score was related to landing pages missing
targeted keywords.
One combined landing page was being used for daycare,
childcare, preschool and summer camp related keywords.
The solution was to create separate landing pages for daycare,
childcare, preschool and summer camp related keywords for each
of the 60+ schools.
This resulted in an increase in keywords Quality Score of 15% from
2015 to 2016.

Results
Our new location targeting strategy was able to allow us to show
ads to parents that were most likely to schedule a tour as well as
reallocate the budget to more profitable areas of the account.
This also applies to keyword relevancy, by removing keywords
about unrelated types of childcare and competitors, we were able
to reduce wasted ad spend and increase Quality Score by
increasing click-through rate.
By implementing the solutions mentioned above, the resulting
tours scheduled increased by 82% and the cost per tour scheduled
decreased by 38%.

Conclusion
Although each one of these 60+ locations act as a stand-alone
business, we were able to analyze the data and identify trends due
to the volume of traffic as a whole, as well as the fact that parents
search for childcare similarly in all locations nationwide.
The first step to achieving results like this is to perform an account
audit and identify areas of improvement. Let the team at PPC
Professionals create campaigns guaranteed to get you the
qualified traffic you need at the lowest cost per acquisition.
Schedule a free PPC Audit or call 954-606-5359 today.

cs-ppc-childcare

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