Breaking their course portfolio down into segmented categories, we undertook extensive keyword research in each segment, discovering what users search behaviour and desire was in each area. From here, we built out initial ‘learning campaigns’, with the sole aim of finding out exactly how users research and purchase online.

Using data found in the learning phase, we were able to massively refine the account, ridding it of any keyword wastage. By having a wealth of click data, we were able to funnel budget into the higher performing keywords and the more profitable courses.