Systematix Training
Systematix Training is an established UK business providing in-person and online training in IT, data science and project management.
I have been managing their Google Ads and Microsoft Advertising since 2022 to generate leads from corporations and private individuals.
A test and learn approach has proved very successful in generating conversions at a significantly lower cost.
What we set out to do
After taking over their paid search account and reviewing all their conversions setup, I tested shifting more advertising budget to Google rather than Bing.
As often is the case, Google Ads generates the bigger volume of traffic to the website and leads & sales, while Microsoft Advertising generates leads at a lower cost per lead.
Early in 2023 I moved my client over to GA4, setting up conversion events and custom reports.
Using Crazy Egg we worked on optimizing the website, focusing on making helpful information easier to find and improving the overall navigation. While people can book courses directly on the website, most people prefer to get in touch or request a quote, becoming a lead.
LinkedIn Advertising has proven successful but due to the higher cost per lead we activate this channel during my client’s high season.
Impact
These figures illustrate the improved performance after I took over the Google Ads and Microsoft Advertising accounts.
+36%
+2%
-52%
Alongside the regular management of my client’s paid search activity, I continue working with them to test new advertising channels and optimise their website.
Sonia has been a great extension to the Watco marketing team, offering flexibility, thoughtful insight and understanding of our business and our goals. As well as practical, hands-on management of our accounts, Sonia regularly offers additional thinking and suggestions for activities that will help further strengthen our digital presence and performance. Sonia’s unique combination of practicality, diligence, reliability and honesty – in addition to her PPC skills – means she is a valued member of our extended team.