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Google Ads, digital marketing strategy
Seminarer.dk faced serious challenges when their primary online sales channel email marketing no longer gave the needed results.
The goal was therefore to find the correct digital channel mix to secure future sales and revenue goals.
Plan of action
Google Ads as the primary channel
Areas of focus
Testing the new, expanding the old
Focus on output
Evaluation of lead quality
The effect of old email lists was stagnating
Seminarer.dk has previously focused mainly on attracting students to their seminars and educations via long email lists. But over the past few years, the impact of these emails has become stagnant and a real challenge.
It was therefore urgent that Seminarer.dk tackles this challenge and puts together the right digital channel mix so that they could continue meeting their ambitious goals.
In addition, it was important that the effect of the forthcoming solution could be tracked efficiently, so that the management and marketing teams receive confirmation that the new marketing mix was bearing fruit. Morningtrain was invited to help solve this challenge - and Google Ads was identified as the primary solution.
Securing new customers with Google Ads
Google Ads was the obvious choice to achieve several key objectives:
- First and foremost, we gained insight into what Seminarer.dk's customers were actually searching for when they were looking for Seminarer.dk's products (which are a large number of educational programs, courses and seminars).
- Next, we could see that Google Ads were extremely effective in converting registrations for Seminars' educations from new course participants thanks to our tracking - and that in fact it was especially new courses and educations that were the big hits. This was an important realization, as old, well-established products were the primary drivers for generating revenue in many companies. This realization confirmed that we should focus on expanding the Google Ads account with the many short-term new courses, rather than upscaling with an SEO effort on a few product categories - as it was precisely the many, new educations that generated the revenue.
- We identified the unique selling points that were important for the new course taker choices. They were, among others, mentioning the pains that the courses solved, and highlighting the speakers.
With the right form to convert curious potential course takers into paying customers, we were able to prioritize the various Google Ads campaigns according to efficiency and profitability, so that a machine that delivered an exponential upward curve in revenue was gradually built and successfully replaced the previous focus on email campaigns.
Exponentially rising sales curve
The results of the shift in focus from email campaigns to Google Ads to increase revenue from digital channels have been clear.
From the last quarter of 2019 to the first quarter of 2020, revenue increased by 61%. And from Q1 2020 to Q1 2021, revenue increased by a further 62%.
Accordingly, paid-search revenue alone has increased by as much as 222% in the last year in a company that has a nice turnover in the double-digit million range per year from digital efforts.
Collaboration with Morningtrain provides new knowledge to the internal team
A regular part of the collaboration is ongoing discussion between the internal team at Seminarer.dk and Morningtrain specialists. This gives the internal team at Seminarer.dk the opportunity to test their ideas and get inspiration from experienced marketing specialists.
Do you also need help to grow via digital marketing?
If you are tempted to let our Digital business developer Mathias take a look at what challenges you, grab him for casual chat or meeting.