Lingwista Language Tourism Agency is a company that has been on the market for several decades. He deals with language education for adults, teenagers and children. Its offer includes training for companies, foreign school trips and language camps, including thematic trips, e.g. language courses with football. The company organizes language camps all over the world, including: in England, USA, Japan, Dubai, Spain, France, Italy and Cyprus.
The client contacted our agency in March 2022 to launch a PPC campaign supporting the sale of selected language camps. Since the season for selling language camps starts at the beginning of the year, when many people dream about holidays, and lasts until July, we immediately started planning a Google Ads campaign with our client's offer.
We always audit the client's landing page before launching an advertising campaign. We check whether the analytics have been implemented correctly, whether GTM and Google Analytics tools (currently GA4) are connected to the website, and whether they collect all the necessary data on traffic and user activities. We also did this in the case of the client Lingwista Language Tourism Agency.
Before publishing the advertising campaign, we conducted research on the client's competition. We analyzed their advertisements and the way they communicate with potential customers.
Then we established the structure of the advertising campaign, divided into appropriate advertising groups. We defined the target group, selected keywords that matched our client's offer, and recommended appropriate types of advertising. For this client, we chose GDN and Search ads. GDN ads, i.e. ads in the Google advertising network, are based on cookies. Thanks to the use of GDN in the advertising campaign, we were able to display ATJ Lingwista banners to users who visited websites with topics matching the client's offer. Search ads allowed us to reach people who entered phrases related to language camps into the search engine.
The next step was to select attractive graphics and prepare advertising texts encouraging people to check the details of our client's language camp offer.
The advertising period is based on seasonality in the client's industry. The first campaign lasted from March to July, the second from January to June (we planned until July, but we managed to meet the campaign goals earlier.
After launching the campaign, our work is of course not over. Throughout the entire campaign period - which lasted 5 months in the first year of cooperation and 6 months in the second - our PPC specialists continuously optimized the advertising campaign to bring the best possible results.
We A/B tested different types of ads. Taking care to spend the budget as effectively as possible, we kept our finger on the pulse and turned off the ads as soon as they served their purpose, i.e. when all places for a particular camp were sold out.
The effect of the campaign exceeded the client's expectations. We turned off the ads before the expected time because all camp places were sold.
During the first advertising campaign, we displayed ads 70.6 thousand times, of which we generated as many as 12.4 thousand clicks. The campaign's click-through rate (CTR) was an excellent 17.5%!
In 2023, we decided to expand our audience. Our client's ads were displayed 1.37 million times and generated almost 3 times more clicks than a year earlier. The advertising campaign was turned off early because it achieved its goal - selling out seats.
We continue to cooperate with the client. We are currently in the process of optimizing the advertising campaign promoting language camps for 2024. As part of the cooperation, we also prepared a new website for the client, which improved user experience and had a positive impact on positioning and improved the number of conversions.
Are you interested in an effective PPC campaign? Contact us.
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