Case Study: LA Film School
Type of Site:
LAFilm.edu is a lead generation website for the Los Angeles Film School’s film, animation, game design, music production, and recording arts programs.
LA Film School came to 180fusion for assistance in improving the performance of their Google AdWords account. As an experienced, high-spend, performance-driven advertiser, their two primary objectives were to improve overall profitability by lowering their average cost per lead and to find additional ways to grow the account and increase spend without reducing profitability. They selected 180fusion as the ideal partner to help them accomplish these goals.
The 180fusion team began working in the account by completely restructuring and rebuilding both the music production and recording arts sections of the AdWords account. First, existing Campaigns were cleaned up, with Bids, Match Types, Keywords, and Negative Keywords receiving a full audit and all necessary adjustments, additions, and exclusions. Next, keyword-rich “value proposition” ad copy was added to each Ad Group for proper split testing and improved performance through improving click-thru-rates. Finally, additional Campaign types, including Remarketing, RLSA, Similar Audiences, and Display Keyword + Topics, were added to the account to supplement the performance of existing Campaigns, as well as to generate additional volume.
The restructuring effort and initial account optimization generated nearly instant improvement, with the average Cost-per-Conversion in the music production and recording arts sections of the account being cut nearly in half in the first 30 days of management!
During just the first month of the Account’s transition to 180fusion’s management, the following improvements were made to account performance:
- Conversion Rate – Increased by 32%!
- Cost-per-Click – Decreased by 21%!
- Total Conversions – Increased by 196%!
- Cost-per-Conversion – Decreased by 41%!
Because of the improved profitability of the account, advertising spend has increased by 3X over the last 50 days to $200,000+ per month!