educom/edustore - Google
educom has long had Bacon & Bold as a partner for social media. Since 2021 we have also been supporting educom on Google with monthly Search and Display campaigns as well as scaled always-on campaigns for their products.
Advertising Mobile and Internet Tariffs Cost-Effectively on Google
educom, Austria's education mobile provider for students, has set itself the task of making digital communication affordable for everyone.
Monthly changing tariff offers and promotions are distributed through tailored Search and Display campaigns on Google. In addition to regular product campaigns, educom also needs various always-on measures to ensure a continuous, cost-effective presence. The goal is to achieve conversions as cost-effectively as possible and increase overall traffic to educom's pages.
Always-On Is Not Always Always-On
Our approach of drawing valuable learnings from the initial campaigns for long-term always-on measures was successfully implemented.
Steps taken:
- Setup of semi-automated always-on campaigns (mix of dynamic & responsive ads)
- Test & Learn of various keyword strategies: granular vs. broad
- Periodic replacement of text & extensions depending on promotions
- Optimization & monitoring of various always-on search campaigns (product-dependent)
- Platform mix: Google Search | Google Display
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