PPC Case Study - Daycare Company

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PPC Professionals
AdWords Case Study
Daycare Company Increases Conversions by 82% & Decreases
CPA by 38%
2015 - 2016

Overview: USA Daycare Company
USA Daycare is a leading provider of educational childcare with 60+ locations throughout
the North East. USA Daycare’s biggest key performance indicator is the amount of tours
scheduled through their website.
USA Daycare hired PPC Professionals to increase the amount of tours scheduled, reduce
the cost per acquisition (CPA) for each scheduled tour and scale budget while maintaining
target CPA.
After analyzing the onsite and offsite conversion process, we identified what their target
CPA should be as well as overall business goals. With this information we were able to
analyze their AdWords account to find opportunities for growth and improvement.

Goals & Results
Goals
• Increase tour volume
• Reduce CPA for scheduled tours
• Scale budget while maintaining target CPA
Approach
• Review underperforming locations
• Analyze keyword relevancy
• Improve landing page keyword relevancy to increase Quality Score
Results
• 82% increase in scheduled tours
• 38% decrease in cost per scheduled tour
• 98% increase in conversion rate

Understanding How Parents
Search For Childcare

Location Targeting
Over 70% of conversions originate
from parents located within 30
miles of each school
After speaking with the schools, we
found that parents usually look for
a daycare close to their home or
office, which confirms the data in
AdWords.

Location Targeting
Since there were more tours scheduled from people closer to each school at a lower cost,
two modifications were made to further capitalize on this finding.
1. Changed Location options from People in, searching for, or who show interest in my
targeted location (which is recommended by AdWords) to People in my targeted
location.
2. Location targeting was previously set up using radius targeting, which can include
areas outside our target due to the way AdWords handles radius targeting. This was
changed to city and zip code targeting instead, further tightening the locations being
targeted.

Analyzing Keyword Data for Relevancy

Keyword Relevancy
Less than 1% of conversions
originated from irrelevant keywords
from 2015 - 2016

Keyword Relevancy
Top performing and under performing keywords were analyzed for keyword-related
performance patterns related to conversions. The two following types of keyword phrases
consistently underperformed and were added to a Negative Keyword List.
1. Names of competitors
2. Keywords describing features that are not offered by USA Daycare (i.e. half-day,
overnight, by the hour, etc.)
3. City names and zip codes outside of each school’s target area

Optimizing Landing Pages to
Increase Quality Score

Quality Score
Overall Quality Score
increased by 15% from
2015 - 2016

Quality Score
After reviewing overall keyword Quality Score, it was concluded that low Quality Score was
related to landing pages missing targeted keywords.
One combined landing page was being used for daycare, childcare, preschool and summer
camp related keywords.
The solution was to create separate landing pages for daycare, childcare, preschool and
summer camp related keywords for each of the 60+ schools.
This resulted in an increase in keywords Quality Score of 15% from 2015 to 2016.

Results
Our new location targeting strategy was able to allow us to show ads to parents that were
most likely to schedule a tour as well as reallocate the budget to more profitable areas of
the account.
This also applies to keyword relevancy, by removing keywords about unrelated types of
childcare and competitors, we were able to reduce wasted ad spend and increase Quality
Score by increasing click-through rate.
By implementing the solutions mentioned above, the resulting tours scheduled increased
by 82% and the cost per tour scheduled decreased by 38%.

Conclusion
Although each one of these 60+ locations act as a stand-alone business, we were able to
analyze the data and identify trends due to the volume of traffic as a whole, as well as the
fact that parents search for childcare similarly in all locations nationwide.
The first step to achieving results like this is to perform an account audit and identify areas
of improvement. Let the team at PPC Professionals create campaigns guaranteed to get
you the qualified traffic you need at the lowest cost per acquisition. Schedule a free PPC
Audit or call 954-606-5359 today.

PPC Case Study - Daycare Company

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