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AMS Group is a leading New Zealand provider of driver training, industry training and health and safety courses. AMS and Insight Online work together closely in a competitive market to increase market share.
For Google Search Ads, maintain the cost per lead with a fixed ad spend budget while increasing lead numbers
Training in New Zealand is an extremely competitive space. Our testing and optimisation regime had to be rigorous to eek out gains over the long term.
We focused on extremely specific ad copy, keywords and landing pages. Bid adjustments and negative keywords were also implemented as soon as data became statistically significant.
Competitors also had to be watched on an on-going basis to ensure we responded quickly to any relevant offers or specials.
Results (Apr 1st – May 31st)
Looking back on the last two months compared to the previous year:
- Adwords traffic has increased by 12%
- Conversion rate has improved by 25% leading to an increase in leads by 14%
“Insight Online have a hard eye on the numbers that are important to the business.
The retail market for individual driver licenses and training is tough, we haven’t always been able to respond as we’d like to the competition.
But the team at Insight have always been there, working with us to deliver the leads – We don’t want to make things too easy for them.”- Kevin Wall, Managing Director, AMS Group
KidsCan is a charity that has supported disadvantaged Kiwi kids since 2005. They partner with low decile schools across New Zealand to meet the physical and nutritional needs of the most vulnerable members of our society.
As a non-profit organisation, KidsCan is eligible for a Google Ads Grant of US$10,000 per month. KidsCan main goals were to reach more caring Kiwis, education on child hardship, and encourage a monthly donation to support a child.
KidsCan weren’t on the front page of any Google searches when we started working with them. They were on the second or third page so no one was seeing them. We tightened everything up and did more targeted advertising in their niche. We found the relevant areas and keywords that worked for them in terms of their advertising.
In March 2017, total ad clicks were up 135% on the previous year and the total ad spend was $3700 that month, an increase of 463%. They are spending on average of $2000/month of their Google grant and are now on page one of search.
“Insight Online send us monthly reports which are very easy to understand.
We can see how everything is tracking and they are great at answering any questions we have. No question is a stupid question!
Insight Online has been great to work with and we’re really happy with the relationship we have with them.”Leigh Jeffs, Marketing Executive, KidsCan
Since 1985, Rishworth Aviation has earned a reputation as one of the world’s leading aviation recruitment specialists. Based in Epsom in Auckland, Rishworth Aviation has worked with more than 100 clients in over 40 countries, including most of the major airlines. Rishworth needed an agency to manage their Google Ads account which included a combination of Search and Remarketing campaigns across a worldwide target market.
- Grow the quality of visitors to the website and as a result, numbers of new registrations and job applications
- Help Rishworth manage the successful Analytics and SEO migration of a worldwide website
The previous Adwords account needed optimisation in terms of structure and efficiency. Rishworth were paying too much for visits to their website and not getting as many visits as they could for the money they were spending. Since we started working with them we’ve been focused on getting more visitors to their website and reducing the cost per visitor.
Jonathan McWatt was particularly impressed with the profile of the new visitors to their website: “What Insight did really well was filter out the window shoppers and reach pilots who were seriously considering new roles. Rishworth has a global focus so if for example, they were running a roadshow in Europe for Norwegian Airlines, Insight Online helped them put together online ad campaigns to support their efforts on the ground.”
Rishworth is also currently upgrading their website and Insight Online is responsible for the SEO site migration, SEO developer advice pre-launch and a complete Google Analytics setup using Google Tag Manager. To the level where Rishworth will be able to monitor logins and separate returning users from their new users.
In June 2017, Rishworth Aviation saw a 53% increase in website visits and a 41% increase in job applications compared to June 2016.
“My KPI is how many online applications we get for the jobs we advertise,” says Jonathan. “But almost as important is how many new registrations we get. The more pilots who visit our website and sign up to be part of our database, the bigger our network and the bigger our reach which is vital to us as a company.”
“Insight Online is really proactive when it comes to trialling and testing new ideas. They’re also really upfront about letting you know if something isn’t working and trying something else. I’ve been really impressed with how nimble they are and how quick they are to respond.”
Testimonial“Actions speak louder than words. Insight Online are approachable, they are great at following up and following through on what they say they are going to do.I’m very results driven and I make decisions based on data.I’m not impressed by big sales pitches if they’re not backed up by results.Insight Online deliver.”Jonathan Mcwatt, Marketing Manager, Rishworth Aviation
World Solar are solar power specialists with over 20 years of solar PV experience. They’ve teamed up with Leading Edge and Insight Online to help drive their mission forward of saving Kiwis money, providing great service and helping the environment.
- To bring the cost per lead of over $100 down to $25
- Drive business leads in all regions
Our approach was to build region by region campaigns based around core keywords with specific landing pages. During recent power cuts, Leading Edge also had the brilliant idea of running a Display campaign highlighting the fact that people were fed up with power cuts.
Display campaigns rarely drive a lot of leads, this channel is generally used for branding and awareness. However, it is proving to be one of the most successful Display campaigns by conversion we’ve ever seen.
- Google Ads campaigns are delivering over 150 leads a month at an average cost per lead of $22.87
- Display campaign driving leads at $5.87 per lead (I know, crazy)
Testimonial“We’re thrilled with the results that Insight Online have delivered for World Solar. I have complete trust in them to maximise our budget, decreasing cost per lead, while delivering quality leads that exceed targets. Their expertise has helped elevate World Solar into the top three solar companies in NZ”Samantha Milner, Content Marketing Specialist, Leading Edge