Springboard

The primary goal was to increase student interest or leads generated from paid search and paid social campaigns for the client.

Changes in team leadership at Springboard and within our agency brought about some tricky moments, but we made it through by keeping things open and trusting each other. Maintaining the campaigns was essential, staying transparent and supportive through transitions.

One of the hurdles was reconnecting with leads who filled out the online forms. So, we sat down and revamped the lead form questions. We wanted to dig deeper, understand their needs better, and the best way to reengage the lead by e-mail or a phone call.

And let’s not forget Springboard’s wide range of courses! We had to be extra careful with our keywords to ensure we hit the mark without breaking the bank. It was all about timing, making sure we were bidding smartly, especially when interest in certain courses peaked.

We wanted to make sure our campaigns felt close to home, so we localised them around Springboard’s two locations. Since the courses are in-person, we focused on their local audience. On social media, we aimed our campaigns at parents, school leavers (18-24), colleges, universities, and others within our demographic footprint.

For Springboard’s search campaigns, we selected keywords carefully, including geo-specific terms, to ensure we reached the right people. We optimised our ad groups for precision targeting and relevance.

Our team monitored the campaign’s performance, regularly adjusting based on Springboard’s changing course offerings and interest trends. This approach helped us avoid bid competition and maximise our campaign budget.

The campaign observed significant results:

• Achieved 1,121 leads generated from search and social, marking a substantial 30% YoY increase from 858.
• Attained 193,615 paid search impressions, reflecting a noteworthy 10% YoY growth from 176,110.
• Realised 867 leads generated from search, demonstrating a significant 28% YoY increase from 679.