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Client

Kaplan

Challenge

Improve Kaplan Test Prep paid search efficiency and revenue amidst vertical-wide decreases in branded search volume

Insight

Inefficient “low purchase intent” keywords can be made profitable when combined and strengthened by additional audience signals

Solution

Activate custom bid strategies, creative messaging, and budget allocations informed by non-keyword signals such as device, location, website behavior, and demographics

Result

  • Nuanced audience strategies led to a 183% revenue increase year over year for “low intent” campaigns that contributed to an overall paid search revenue increase of 3%.