Edureka

Company Overview

Edureka stands as a worldwide e-learning platform specializing in live, instructor-led training across cutting-edge technologies. Our comprehensive offerings cover a spectrum of trending domains, including Big Data, Cloud Computing, Artificial Intelligence, Blockchain, Data Science, and Business Intelligence. As trailblazers in the live, instructor-led learning model, Edureka boasts a repository of over 100 courses, extending its reach to learners from more than 100 countries globally.

  • Edureka e-learning
  • Live instructor-led training
  • Trending technologies courses
  • Big Data training
  • Cloud Computing education
  • Artificial Intelligence courses
  • Blockchain online learning
  • Data Science programs
  • Business Intelligence certification

Project Highlights

  • Responsive Search Ads (RSAs)
  • Google Ads Display Ads
  • App Promotion on Google Ads
  • Facebook Story Ads
  • Meta Ads services
  • Instagram Story Ads
  • Global e-learning platform
  • Online technology courses
  • Live learning model
  • Learners from 100+ countries
  • Edureka course library

Challenges We Faced

The project commenced with a series of key challenges:

  1. Intent-Based Keyword Classification: Keyword mix lacked intent-based classification, leading to the use of broad keywords and resulting in expenditure leakage.
  2. Scalability Issues with Current Keyword Structure: The existing keyword structure was not scalable beyond a certain point, limiting the effectiveness of the campaigns.
  3. Management Complexity with Multiple Campaigns: Managing 1000+ campaigns from a single AdWords account proved difficult due to varying conversion rates for different courses in different geographies.
  4. Inadequate Strategy for Keyword Expansion: The absence of a proper strategy hindered the discovery of new keywords, limiting opportunities for scaling up campaign actions.
  5. Attribution Modeling Deficiency: Lack of requisite attribution modeling; offline sales, closed after weeks of running campaigns, were not attributed systematically, preventing accurate tracking of performance at various levels.
  6. Last-Click Data Misrepresentation: Relying solely on last-click data did not provide an accurate picture, making it challenging to track campaign, ad group, and keyword-level performance in relation to actual ROI.

Solution

  • Revamped Keyword Architecture: Classified and filtered keywords using easyinsights.ai SQR Analyser to prevent spending leakage based on scale and ROI.
  • Custom Attribution Models for Budget Allocation: Implemented custom models to allocate budgets effectively, considering first-click attribution and potential delayed conversions.
  • Monitoring & Alerts Automation using ML: Introduced an ad wastage framework on the easyinsights.ai platform for early detection of ad waste, enabling data-driven decisions.
  • Target CPA Auto Bidding Strategy: Developed a statistical model incorporating user touchpoints for accurate conversion probability assessment. This led to the creation of a custom conversion event, optimizing auto-bidding campaigns.
  • Micro-optimization and Opportunities: Implemented minor optimizations, including RLSA campaigns, ad copy testing, audience adjustments, and planned enhancements like responsive ads in search and AdWords’ “Ad variation tool” integration testing.

Edureka 

Edureka 

Edureka 

Edureka 

Edureka 

THE RESULTS

  1. Lead Generation Success: Generated a daily average of 30 high-quality leads for their online programs, contributing to increased enrollment opportunities.
  2. Quality Leads Delivery: Ensured a steady supply of highly qualified leads tailored to [Client’s Name]’s ideal customer profile, enhancing the overall lead quality.
  3. Enhanced Sales Support: Facilitated a surge in opportunities for the sales team, leading to improved conversion rates and substantial revenue growth.
  4. Global Admissions Achievement: Implemented effective strategies that resulted in securing international admissions for the client’s diverse range of programs.
  5. Organic Reach Expansion: Successfully expanded organic growth through strategic SEO and content efforts, concurrently reducing marketing costs for a more efficient outreach approach.