PPC Lead Manager - Online Education

A client wanted subscriptions to a free DIY course about creating glass surfaces.

During 5 months we have got 1844 leads per $0.75 each. It was 25% cheaper than the planned cost per lead (CPL) $1. The conversion rate was 11,54%.

I used a PPC system Yandex Direct because the client ran his business in Russia. So I created 2 campaigns: Search and Display Network.

I was supporting PPC campaigns this way:
- updated CPC for each ad so the budget distributed equally between them;
- add negative keywords to clean the traffic;
- restarted ads with CTR < 1%;
Tested ad texts;
Stoped ads that had no results.

Those actions allowed to increase CTR, decrease CPC and get cheap leads.

#pc #media