Kumon
Looking at more than just technical requirements to change the game
- Display retargeting, Online presence, Paid search marketing, Search and advertising, Search engine optimisation, Website development
Project
Looking at more than just technical requirements to change the game
Kumon is the largest provider of after-school education globally. It had previously engaged a large global agency to develop and execute a digital marketing strategy but were experiencing several issues. It needed a trusted digital marketing partner that could deliver meaningful and measurable results that included increasing lead quality and decreasing cost per lead.
Approach
Enter Higher Ranking
Kumon was looking for a more responsive partner – one that understood its goals and an agency it could develop a deep long-term relationship with.
Conduct a situation analysis
We listened to the client’s objectives and pain points prior to devising a new SEO strategy.
Rethink Google Ad campaigns
We recommended rebuilding existing campaigns to increase the number of leads per dollar spent.
Nudge potential customers
We set up Google Display Network (GDN) remarketing ads to broaden Kumon’s digital footprint.
Challenge
Business expertise a key to success
Kumon had experienced a range of failures in its relationship with its agency. Problems included:
- No effort to test, learn and improve
- No transparency about its high management fees
- No bottom-line sales even though the metrics seemed good
- No access to its own Google Ads account
- No continuity with account managers
When Higher Ranking came along, not only did we research, plan, and deliver the results that Kumon was looking for – we rebuilt trust through a clear strategy and asking the right questions to build a deep understanding of the business.
Solution
Rebuilding performance
Bids
Reconfigured bids from ‘broad’ match to ‘modified’ and ‘exact’ match.
Geotargeting
Built out a comprehensive strategy for geotargeting based on business goals and market analysis.
Conversion tracking
Set up full conversion tracking to accurately report on campaign success and highlight areas for improvement.
Optimisation
Continually reviewed the campaign to improve the conversion rate.
Quality Leads
Refined traffic coming through to the website to ensure only high-quality leads were being generated (to reduce unnecessary keyword spending).
Remarketing
Set up Google Display Network (GDN) site remarketing display ads.
Results
More visibility and higher quality leads
A comprehensive approach to improving the backend of Kumon’s digital marketing as well as its customer-facing communications, the project led to:
57%
increase in site visits
1.25% to 8.07%
click-through-rate improvement
304%
increase in contact form submissions
97%
increase in calls
67%
reduction in cost per lead
57%
increase in site visits
1.25% to 8.07%
click-through-rate improvement
304%
increase in contact form submissions
97%
increase in calls
67%
reduction in cost per lead
“Higher Ranking have managed our online campaigns for the past six months and have been a wonderful company to work with. They have provided hands-on, personalised advice and guidance, and have adapted their support to suit our changing needs. We especially appreciate their attention to detail and friendly support—it has been a pleasure to work with them.”
Higher Ranking
What can we achieve for you?
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- Display retargeting, Online presence, Paid search marketing, Search and advertising, Search engine optimisation, Website development
- Display retargeting, Online presence, Paid search marketing, Search and advertising, Search engine optimisation
