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Sector: Education
Client: Oxford Open Learning

93% conversion rate increase thanks to Paid Media

Oxford Open Learning (OOL), a not for profit Trust, provides high quality distance learning courses for national qualifications. With two websites, one for the adult learning and one for their home-school offering, OOL wanted to increase relevant enquiries by driving users to the right site.

What did we do?

Creating a strict campaign structure, keyword targeting centred around ‘adult learning’ and ‘home schooling’. Using a synergistic mix of Dynamic Search Campaigns (DSAs), Google Ads Bidding Strategies and Responsive Search Ads (RSAs) to test, refine and optimise we were set to achieve the objectives.

Dynamic Search Ads (DSA) were implemented to keyword mine and capture any searches not included in existing paid campaigns, this ensured we were maximising visibility for all relevant searches and ensuring our campaigns cover all possible searches for maximum exposure.

Leveraging the AI of testing the variables that impact ad performance, we accurately refined the ad copy, keyword strategy and user journey to achieve our conversion goal. Using this insight, poor performing keywords and copy were paused and budget redistributed.

Confident in the keyword strategy, target CPA bidding strategies were implemented. Creating huge efficiencies, especially on generic keywords, this strategy varies the bid in real-time depending on the propensity of an individual to convert. As a result, we’ve refined the user journey and reduced the overall CPA.


The Objective

  • Capture all relevant searches, driving users to the correct site

  • Drive leads at the desired cost per action (CPA)

  • Capture search volume during peak period (August to early October)

  • Increase number of enquiries

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