Another agency came to Involve Digital asking us for help. Their agency didn't have the resources or expertise to deliver what HIA ( Housing Industry Association ) needed. The brief was weak so Involve Digital insisted on speaking to HIA directly to understand exactly what needed to be achieved. It was clear that HIA would need a microsite built for this campaign and various digital marketing campaigns to drive sign-ups for their industry courses. 

To get as many course sign-ups as possible for HIA. There were several courses, so this activity required a segmented and targeted approach and a clear path to conversion.

Google Search Ads, promoting the various HIA courses available. 

Because this was a Google search ad campaign, the optimisation revolved mainly around keywords and the intent attached to each keyword. There was also A/B testing and optimisation across all search ads. A key metric Involve Digital likes to use for optimisation is conversion rate. Down to a keyword level. This helps them understand the intent behind every keyword. It also helps them know if some keywords are chewing up the budget without delivering conversions.

$86.35 CPA 

$1.91 CPC 

23,036 Clicks

Building Surveying Courses keyword had a 100% click-to-conversion rate.

Certificate for Building and Construction keyword had a 100% click-to-conversion rate.  

10.48% click-to-conversion rate in Tasmania. 

618 Conversions

Average search position 1.3 

7,824,830 Impressions