ARCANE & IVEY - Google · All AdWords campaigns were integrated into Arcane’s proprietary technology, Morphio, innovating our traditional approaches to search campaign management.

SUBMITTED IN CONFIDENCE BY: ARCANE

ARCANE& IVEYPREPARED FOR GOOGLESEARCH ADVERTISING AWARD

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OVERVIEW

$272,546

142.46%INCREASE IN LEADSFROM 1,705 TO 4,134 YoY

$65 CPA$115 DECREASE IN AVERAGE CPA YoY (PREVIOUSLY AT $175)

MEDIA BUDGET$15,000 LESS THAN2016–2017 CAMPAIGN ($289,813)

SEARCH-SPECIFICCAMPAIGN RESULTS

9,771 TOTAL

CONVERSIONS CROSS-TACTIC

(↑226% YoY)

ADWORDS CAMPAIGNMAY 2017 – APRIL 2018

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THE PROBLEM

Ivey Business School, unhappy with the results and management of their previous paid initiatives campaigns, hired Arcane to perform a complete overhaul of their digital assets. Previously, they were running search campaigns with 30+ conversion types, resulting in inaccurate reporting and unclear results. Efforts from their previous agency were spread too thin, which required a clean up of their tracking efforts and revision of the conversion objectives. The client also desired a hands-on agency to integrate into their business, refining the customer journey and increasingleads across search campaigns.

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THE SOLUTION — GETTING STARTED

Arcane significantly revised all campaigns and began optimizing for highly-qualified leads. The key to success here was ensuring our landing pages and conversion objectives revolved around the main drivers of successful new Masters-level program participants. These were: Event Registrations, Program Brochure Downloads, Resume Assessments and Contact Us form submissions. As a result of refining the conversion experience, our search campaigns needed to be re-focused, whichwe slimmed down to four campaign types: BrandedSearch, Competitor Search, Generic Search, andRLSA (Search Remarketing).

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THE SOLUTION — INTEGRATING TECHNOLOGY

All AdWords campaigns were integrated into Arcane’s proprietary technology, Morphio, innovating our traditional approaches to search campaign management. This machine-learning platform allowed Arcane’s digital marketing specialists to set up specific KPIs which the program would optimize and provide audience data insights on. Morphio also integrates directly with Arcane’s internal communication technology choice, Slack, providing alerts around conversion and traffic anomalies. As a result, our team is able to stay connect 24/7 and address any concerns in the account at a moment’s notice.

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THE SOLUTION — THE HUMAN TOUCH

Aside from technology innovation, the success of the campaign comes from the team’s every day optimizations and management. This includes:

● Daily bid & budget adjustments

● Adjusting bids for: device, geography, time of day, gender, age, etc.

● Campaign set up for position-based attribution

● Reviewing keyword search term reports to add negative keywords

● Removing keywords with low Quality Score

● Improving Quality Score through testing landing pages and adjusting ad copyfor increased relevance

● Reviewing network settings to consider adding Search Partners

● Checking for overly restrive keywords that fail to generate impressions and clicks

● Implementing new ad copy variants, ensuring at least 3 are running at all timeper ad set

● Utilizing ad extensions: sitelinks, call-outs, structured snippets, location,call and more

● Tracking refined conversions based on which conversions are valuable

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THE SOLUTION — AD EXAMPLESEXEC ED

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THE SOLUTION — AD EXAMPLESMBA

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THE SOLUTION — AD EXAMPLESMSc

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THE SOLUTION — AD EXAMPLESEMBA

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THE SOLUTION — AD EXAMPLESCORPORATE

THERESULTS

$272,546MEDIA BUDGET

($15,000 LESS THAN2016–2017 CAMPAIGN)

CPAFROM

$175 – 65 YoY

● A clear, year-long trend upwards in conversions and decrease in CPA

● Record low CPAs ($18 for the MBA program and $24 for the MSc programs)

● Full integration into Ivey’s service offerings, continuously leading to new business opportunities presented to Arcane based off of successes

● One incredibly happy client

142.46% LEADS

(FROM 1,705 TO4,134 YoY)