Plan

Hubbard Swim School is a Phoenix based business offering swim lessons for children aged six months to 12 years old. The school, a long time Pay-Per-Click (PPC) advertiser with the agency, had once seen tremendous results garnering many leads as a result of their paid search advertising. As competitors began engaging in similar marketing tactics results soon began to decline. Due to increased competition in this PPC advertising space Mighty Interactive set out to conduct a six-month historical data analysis to determine specific times and days when searches and clicks were more likely to occur. This data was then to be integrated into a new PPC program that included new keyword and advertisement copy testing to ensure maximum effectiveness.

Create

Mighty Interactive utilized Google Adwords’ Ad Scheduling capabilities to launch a Day Parting Test, where paid search advertising was measured at specific times and days throughout a weeklong period. Ad Scheduling allowed Mighty Interactive to closely examine the results of running Hubbard Swim School PPC advertising at different points in time.

After analyzing the information, the agency was able to determine that:

• Actions (contact forms being successfully filled-out through Web site) occurred seven days a week
• Most actions took place before and after mid-morning hours
• During the mid-morning hours, traffic visiting the Hubbard Swim School landing page was not contacting the school for more information.

Mighty Interactive’s next step was to set up the Ad Scheduling test to reflect these findings. By utilizing Google Adwords, the following improvements were made to the PPC campaign:

• During peak hours, the price of bids continued to run at 100%
• During the mid-morning hours, bid prices were decreased to a lower percentage so ads were still active, but appeared in a lower position in search results.

Achieve

Following the two-week testing period, Mighty Interactive launched a new PPC strategy that implemented running paid search advertising at specific points in time and produced the following results for Hubbard Swim School:

• The conversion rate of new swim school sign-ups doubled to over 6 percent
• Cost per action decreased by over 41 percent
• The number of monthly actions increased by 500 percent

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