INTERNATIONAL SCHOOL BANGKOK
How a Google Ad campaign achieved a 94% YoY increase in Clickthrough Rate (CTR).
THE CHALLENGE
Located inside the gated, family-oriented community of Nichada Thani, the International School Bangkok (ISB) offers not only an exceptional education, but a complete expat lifestyle that combines the comforts of home with the culture of Thailand
As a not for profit organization, ISB was faced with corporately owned educational institutions capturing market share with a seemingly limitless budget for paid ad campaigns.
ISB was experiencing a decline in their position in search results both within Thailand and internationally. The ISB team recognized that new strategies were necessary to regain market share and outrank the competition.
THE STRATEGY
To truly compete with other schools in the Bangkok market, IMPACT knew we had to tackle the challenge from two angles: paid search ads and optimization for organic results.
We performed a full audit of the website to ensure all content was optimized for relevant search terms. We also updated all the technical, behind-the-scenes SEO to increase the site’s quality score and overall health on all search engines (Google, Bing, Yahoo, Baidu).
We then designed a paid Adwords strategy to drive traffic to landing pages optimized for ISB’s target market: expat families both globally and regionally. We then tracked a prospective family’s journey from the first ad view through to a click on the website. We implemented additional tracking methodologies to measure the number of application inquiries and submissions.
The campaign was supported by the marketing team at ISB through social media posting and content creation.
THE RESULTS
Our multi-faceted approach resulted in the creation and execution of a successful, long-term strategy that produced measurable results.
25%
Increase in paid traffic from North America
18%
Increase in organic traffic
221%
Increase in organic traffic from Asia
20%
Increase in organic traffic from the Americas
