Kaplan

Established in Hong Kong in 1989, Kaplan Higher Education (KHE, formerly known as APMI Kaplan) is one of the largest providers of tertiary education programs and services in Hong Kong.

Challenge

Improve SEM impression share to top three and CTR above 2.3% in Q3 2021.

Solution

We reviewed and optimized each SEM campaign structure, including ads and extensions, bids and budgets, keywords and targeting, conversion tracking repair. Start by fixing conversion tracking and audience with no activity, to make sure no users on remarketing lists and qualified leads are not missed. In addition, we collaborated with Google Team on adding strong keywords and targeting, removing irrelevant ones to improve impression share and CTR. To further strengthen the SEM performance, we further upgraded the bidding strategies and adjusted the budget by analyzing competitors' activity and market seasonality.

Results

In Q3 2021, we have achieved 3.54% CTR and ranked first in terms of impression share, which improves both the quantities and quality of the leads and clicks, surpassing the client’s initial target.

From The Client

“These guys have built such a strong relationship with our organization that we consider them an extension of our Marketing & IT department. We always know that excellent service is just a phone call or e-mail away and we receive the high level of attention they always provide that makes us feel like we're their top priority. Particularly, they lower down 30% of CPC while strengthening the number of qualified conversions. We are now growing our business with Gam Power by providing more educational programmes and allocating more resources in our marketing investment.’’