Using landing pages and Google Ads to significantly increase inbound leads for SL Education

Overview

Established in 2005, SL Education Centre is a centre parents can trust. They aim to establish themselves as a centre where students find themselves in good hands to reach their full potential. They offer different subject tuitions for Primary, Secondary, and JC students.

In 2014, they were featured in Singapore Business Review (SBR) and won SME of the Year 2014.

Goals

Generate inbound leads

SL Education’s primary goal was to start generating inbound leads using a monthly marketing budget.

SL’s primary customer acquisition channel was word of mouth. They wanted to look beyond using referrals as a way to acquire new customers. Hence, we proposed using Google Ads as a channel for them as it was both fast and reliable in generating inbound leads for businesses.

Challenges

Outdated website

SL Education’s website was relatively old and had yet to be renewed. It had a simple design but did not contain enough information to persuade users to convert into an inbound lead.

As their marketing agency, we proposed to design a campaign-specific landing page for them. They agreed and wanted us to promote their amath and emath tuition services.

Extremely high CPCs

The Google Ads average CPC for the tuition sector in Singapore is extremely high due to steep competition. An average click could go from $10-15!!!

To combat this challenge, we conducted in-depth keyword research and tried to include as many long tail keywords as we can as they have lower CPCs. We also conducted quality score optimization on their landing page and Google Ads campaign as well.

Strategies

Aesthetic Landing Page Design

We made use of the best elements SL Education already had on their website, and combined it all into one page while promoting their amath/emath tuition services.

To maximize conversion rates, we included social proof elements such as news and award features, parent testimonials, and centre videos/pictures with students.

Quality Score Optimization to lower CPCs

According to Google, a good Google Ads quality score helps to moderately lower CPCs. Therefore, we implemented keyword quality score best practices such as maintaining relevance between the targeted keywords and ad copies. For example, the “amath tuition” keyword should also be in the ad copy.

We also went a step further and optimized the landing page to maximize our quality scores. We included targeted keywords in our Headings and Subheadings, as well as Meta Descriptions to let Google know what our page is about and that it is relevant to what users are searching for.

Results

We were able to establish a very healthy conversion rate baseline of 4% and maintain a very healthy CPA of $250 for SL Education’s first ever Google Ads campaign.

The success of the campaign is not only due to the proper campaign and account setup in Google Ads, but the extreme attention to detail we paid in designing and optimizing SL’s landing page, setting it up for the success it achieved.

See below for a snapshot of our campaign setup, ad group segmentations, ad copywriting, keyword targeting, and landing page design for SL Education Centre.