Chrysalis are a Not For Profit company who provide fully accredited training courses in counselling, therapy and hypnotherapy. With course venues nationwide, Chrysalis can provide quality support to their service users. Before Pay-Per-Click (PPC) advertising Chrysalis Courses’s primary marketing activity was focused on print advertising.
Chrysalis tasked Chalk & Ward Advertising to increase the number of brochure requests on their website, whilst continuing to ensure that the cost-per-conversion did not exceed an agreed amount. Chalk & Ward Advertising recommended undertaking PPC and created a robust testing strategy focused on testing as many elements of the PPC strategy as possible to look for improvements, provide ongoing suggestions, implement changes and review and analyse the outcomes.
We continue to carry out keyword research and evaluate all ad copy as well as test and trial new software and developments to ensure that the PPC strategy remains targeted to the right potential customers. We have also created geo-targeting campaigns in order to advertise venue locations in addition to the courses themselves and the creative ads used in our re-targeting campaign has seen significant increases in conversion rates.
The Result: PPC Campaign
Our introduction of PPC and continuous improvements to the PPC strategy have led us to exceed the client’s expectations by ensuring that Chrysalis is receiving continually high numbers of brochure requests every month as well as actual course applications – regularly improving on previous years, whilst coming under the desired cost per conversion level. This approach to PPC strategy and development and the success of the campaigns resulted in the management of £20,000+ PPC budgets per month.