Pay-per-click
The standardized test preparation industry has long been dominated by a few well-known companies, but other companies have since entered the market and have become increasingly competitive, creating a more diluted market. The challenge was to place ILEX in an advantageous position so as to stand out from other test preparation companies. We needed to highlight the unique characteristics of ILEX that would attract and benefit customers.
The Campaign
- Create pay-per-click campaign materials including copywriting and graphics
- Define key performance indicators to determine how effective each campaign is
- Target regional audiences, and then expand to national audiences
- Implement and devise new campaigns including holiday, seasonal, and time-sensitive campaigns
Target Personae
- Boards of directors and chief officers
- Chief information and technology officers
- Risk aversion and legal departments
- Information technology and security management
PROJECT STATS
The Results
By using lead generation to build and create continuous relationships with Cray’s buyers, we have:
- ILEX’s textbooks became among the most sought-after test preparation books on Amazon.com within 10 months, beating out seasoned competitors such as The Princeton Review, Barron’s, Kaplan, and McGraw-Hill
- cILEX ranked within the top 10% of test preparation book publishers on Amazon.com within 6 months — after once being the worst performer
- +42% increase in electronic sales in the first month of work
- 88% of total sales were a direct result of our pay-per-click campaigns
Successful process improvements:
- Distribution and sales strategy
- Key performance indicators
- Pipeline management
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