Image credit: Innovyz START
Innovyz START is a 13-week business accelerator program supported by ANZ and the South Australia government. It helps eligible companies using web 2.0, software or mobile apps grow through expert coaching, mentoring, and connections with venture capital. They do not have any experience with pay per click marketing prior to Invision Net.
Campaign Objectives
- Gain significant exposure and awareness from the AU community.
- Generate more applicants to the program.
Strategy
- Utilized relevant data from Google Analytics to update keyword lists.
- Made use of slightly broad (but highly relevant) keywords with the right keyword match types to increase traffic.
- Split tested the ads.
- Filtered out irrelevant traffic by adding a comprehensive list of negative keywords.
- Excluded poor-performing placements.
- Continuous campaign optimization.
Results
- Improved brand awareness with more than 237,000 ad impressions within 26 days.
- Received 23 applications within the same period.
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