Performance Case Study: Leading education provider

Performance Case Study: Leading education provider

Leading Education Provider

Benchmarketing Case Study – How to Increase budget and Reduce CPA at the same time

Vertical: Education

Problem: Education vertical saturated in Adwords driving the cost of acquiring new students up – This leading education provider started looking for new lead sources while keeping high quality

Solution: Initiated test budget by creating matrix of variables – Age, gender, location, day parting (time of day optimisation), interests syndicated from Facebook Exchange.

The campaign was originally under performing – CPA was quite high and conversion rate was too low. We introduced Booster pages with Conversion rate (CR) optimisation, sub segments were tested based on interests, we tweaked the pages to perform to the outcomes. In doing this we found out what the problems in quality were and we added qualifying questions to the form. In response to the data, we dynamically presented the most relevant form to the individual user based on their interests and education courses that they were looking for.

OutcomeBreaking Rules

As we increased volume we were actually decreasing the CPA. This completely defies the usual scenario in real time bidding which is as volume increases, media costs more and the CPA increases. We defied that by dynamic optimisation of creative and media, so our campaign went more like this:

Before:                                                              After:

customer pool 1

customer pool 2

We generated new demand – no longer were we servicing existing demand, we were regenerating demand, scanning for new users and converting them at the same time. We were able to increase the institute’s audience size by 3x and kept conversion rates as high as they were on low volume.

Based on the wins and fails of our targeting metrics we fed those into finding new audiences. The Benchmarketing platform is constantly learning and optimising. This campaign was a major win for the client and for the Benchmarketing team.

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Shai Luft - Bench Media

Chief Operating Officer

Shai Luft

Meet Shai Luft, a senior marketing executive with a proven track record of delivering results for Australia’s largest ASX200-listed companies. Despite his success, Shai was frustrated by the amount of red tape and bureaucracy that held back marketing innovation. That’s why he co-founded Bench in 2012. As the driving force behind Bench’s operations, Shai is committed to empower marketers with the agility and control they need to achieve their best results.

Ori Gold - Bench Media

Chief Executive Officer

Ori Gold

Meet Ori Gold, an ad tech and martech expert. Driven by the frustration of everyday marketers facing a lack of control and accessibility, Ori co-founded Bench in 2012 to revolutionise the digital advertising landscape. Heading the talented and forward-thinking team at Bench, Ori is the driving force behind the company’s strategic and product vision. Thanks to Ori’s leadership, Bench has become one of the most respected and successful digital agencies in Australia.

General Manager

Liam Garratt

Meet Liam Garratt, the creative mind behind Bench’s top-notch products and services. With a career in digital media spanning over a decade, Liam has made a name for himself as a leader in the industry. He got his start in 2011 working for UK-based programmatic platform Crimtan, where he played a key role in launching the company’s Australian office. In 2017, Liam brought his expertise to Bench, where he now leads the Product & Services functions. Liam is passionate about delivering only the highest quality products and services to Bench’s clients. His commitment to excellence is the foundation of Bench’s stellar reputation.

VP of Growth

Anthony Fargeot

Meet Anthony Fargeot, the pioneer behind Bench’s growth and success. Joining Bench in its infancy in 2013, Anthony’s experience with high-growth start-ups gave him the skills to help Bench become one of the most successful digital agencies in Australia. As Head of Client Services and then Director of Operations, Anthony led Bench through its highest growth period. Today, as VP of Growth, Anthony uses his creative thinking and strategic insights to always look for new and innovative ways to help Bench stay ahead of the curve in a rapidly changing digital landscape.