Escuela del Agua, the division of the Suez Group dedicated to specialized professional training in the water sector, turns to us with a clear objective: To increase in quantity and quality the leads generated through its different digital platforms in Spain, Chile, Mexico, Colombia and Peru.
From the beginning of the conversations it is considered a priority to optimize the current mix of digital actions, defining a landing at the level of campaigns with Google Ads and remarketing as maximum exponent, gradually complemented with other social marketing channels.
Micro segmentations at the audience level, implementation of a complete new stock of ad groups to cover all possible semantic casuistries, web analytics and new social marketing channels, are the keys to the project’s success.
After analyzing the previously executed campaigns, it was decided to opt for a completely new ad architecture, as well as for a new Google Ads account, not conditioned by previous actions and with no previous history.
We proceed to the design and creation of a complete new stock of user segmentations at the social level, in order to start with the recruitment actions in social media.
We proceed to generate the new body of ads in Google’s search network, as well as Display, Gmail, and Retargeting Ads. At the same time, a complete optimization is performed at the analytics tracking level, which leads to the creation of customized analytics dashboards.
Once all campaigns are up and running, we continue with the optimization of the different channels, and the adaptation of messages to the different product campaigns of the calendar of actions.
The client’s traffic objectives have been more than met. The project closes the year with more than 38,000 visits and increases of more than 500% in keywords indexed in Google’s Top 10. At present the SEO traffic curve continues in healthy progression.
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