How to Optimise Digital Marketing Campaigns?
You're a Digital Marketing Consultant for 'TechEase', an online technical course provider. Despite a diverse course range, 'TechEase' is struggling to optimize its digital marketing campaigns effectively. The primary goal is to increase course enrollments and strengthen the brand's online presence.
Complication:
'TechEase's digital campaigns across various platforms yield inconsistent results. Key issues include suboptimal use of campaign levers, ineffective ad sets, poorly performing ads, underperforming landing pages, and a conversion funnel not aligned with industry benchmarks.
Objective:
Your task is to overhaul 'TechEase's digital marketing approach. This includes strategic adjustments across campaign, ad set, and ad levels, revamping the landing page, and enhancing the overall conversion funnel for improved ROI.
Specific Questions:
- Question I: Analyzing 'TechEase's last quarter data shows a 25% lower click-through rate (CTR) than industry standards. What campaign-level lever adjustments would you recommend to improve CTR and ultimately course enrollments?
- Question II: The ad sets targeting professionals aged 25-35 have a higher engagement rate but lower conversion rate compared to other age groups. How should 'TechEase' adjust its ad set-level levers for this segment to improve ROI?
- Question III: 'TechEase's video ads have high engagement but low conversion. What ad-level changes would you suggest to increase conversions from these video ads?
- Question IV: The current landing page has a bounce rate of 45% and an average session duration of 30 seconds. What specific design and content modifications would you propose to improve these metrics and the overall conversion rate?
- Question V: Given that only 10% of visitors who reach the course detail page proceed to enroll, what strategies would you implement to optimize 'TechEase's conversion funnel, particularly at this critical stage?