Oneday
Oneday is an online education platform that offers a unique MBA programme for aspiring entrepreneurs. The programme combines practical, hands-on training with academic rigour and accreditation.
The programme is designed to help students launch their own revenue-generating businesses in 18 months while earning a fully accredited MBA degree at the same time
Case Study Objective
Oneday is a Series A VC-backed Edtech startup leveraging AI to generate new business ideas for their MBA program.
Challenges
- Limited Budget: The client started with a budget of £10,000 in March.
- Low Conversions: Initial campaigns yielded only 50 conversions.
- High CPA & CPC: The cost per acquisition (CPA) was £200, and the cost per click (CPC) stood at £2.
Solution and Statistics
- Lead Generation Growth: Our main goal is to substantially grow the volume of leads acquired through Google Ads. We aim to achieve a steady and scalable increase in lead numbers.
- Cost-Effective Conversions: While driving lead growth, we will maintain a focus on cost-effectiveness. The objective is to reduce the cost per acquisition (CPA) or maintain it at a level that ensures a positive return on ad spend (ROAS).
- Quality Leads: In addition to quantity, we prioritize the generation of high-quality leads. We aim to attract individuals who are genuinely interested in Oneday.co.uk's online MBA courses, increasing the likelihood of conversion.
Our Strategy
- We conducted extensive keyword research to identify high-intent search terms related to MBA programs.
- Focused on long-tail keywords to capture potential students deep in the research phase.
- Created engaging ad copies highlighting unique selling propositions (USPs) of Oneday.co.uk's MBA courses.
- Utilized ad extensions to provide additional information and boost click-through rates (CTR).
- Restructured campaigns for better organization and targeting.
- Implemented geo-targeting to focus on regions with the highest potential.
- Leveraged automated bidding strategies like Target CPA to optimize for conversions while staying within budget constraints.
- Adjusted bids based on device performance and time of day.
- Conducted rigorous A/B testing of ad variations and landing pages to identify high-performing combinations.
- Continuously refined ad creatives and landing page content based on user behavior.
- Monitored campaign performance daily, making adjustments to keywords, ad copy, and bids as needed.
- Implemented negative keywords to reduce irrelevant clicks.
Results Achieved
- Increased Spend: Oneday.co.uk's monthly spend grew to £27,000, allowing for broader campaign reach.
- Significant Conversions: Monthly conversions soared to 373, representing a substantial increase in leads.
- Lower CPA: The CPA decreased from £200 to just £72, demonstrating efficient cost management.
- Reduced CPC: The CPC was reduced to £1.36, ensuring maximum value for ad spend.
Insights
Our targeted, data-driven approach not only increased Oneday.co.uk's online visibility but also significantly improved their ROI on Google Ads. By continually optimizing campaigns and staying responsive to market changes, we transformed their digital marketing efforts, resulting in a substantial increase in leads while reducing acquisition costs.