Launching a Psychology Course with Google Search and Performance Max: ROMI 780% in 3 months

Advertising Strategy for an International Institute of Psychology from Kazakhstan

We started with search advertising, and then added Performance Max to boost the results. It’s important to note that search advertising has its drawbacks due to the limited number of monthly queries, so Performance Max complemented and expanded the capabilities of our advertising campaign. Thanks to automated campaign analysis and optimization, we have maximized the effectiveness of our advertising.

What is Google Performance Max?

Google Performance Max is a special type of advertising campaign developed by Google that allows you to maximize the use of all available channels for displaying ads. This includes search, Display Networks, YouTube, Google Maps, Discover, and Gmail.

Instead of advertising a product on separate platforms, advertising budgets are automatically distributed across these channels. This allows advertisers to focus on the effectiveness of their campaigns without wasting time on constant monitoring of individual platforms.

Benefits of Google Performance Max

• One campaign for all types of ads

Performance Max integrates all Google ad formats into a single campaign infrastructure, allowing you to expand your audience reach without a proportional increase in your ad budget.

• Improved artificial intelligence engine

AI demonstrates higher performance than standard smart shopping campaigns. This artificial intelligence is based on the following factors: intelligent signal processing, automatic bid synchronization, and segmented display audiences.

• Advanced bid allocation methods

Traditional campaigns were limited to two bid allocation strategies: maximum conversion and target ROI. Performance Max has an additional methodology – target cost per acquisition (CPA). This methodology is especially relevant for companies that sell low-margin products.

Working on a psychology course project

Maintaining advertising campaigns and achieving positive results requires constant attention and active work. Over the last period of our work with the client, we have been working on the development and optimization of advertising campaigns aimed at attracting the attention of the target audience and achieving high conversion rates.

December 2022

• Launch of Search Campaigns: conducted thorough keyword research and developed advertising campaigns to maximize the attention of the target audience
• Launching Performance Max: used a wide range of advertising formats, including video and user interaction, to maximize attention and achieve conversions
• Optimization of budgets and strategies: constantly monitored and analyzed advertising campaigns, adjusted budgets and strategies to maximize results and efficient use of funds
• Expanding the semantics: expanded the list of keywords to take into account the different requests of potential students, which allowed us to attract a larger target audience
• Expanding the list of negative keywords: we analyzed advertising queries and added negative keywords to avoid spending money on clicks that do not convert and to improve the effectiveness of the advertising campaign.
• Changing geo-targeting: Based on data analysis and an understanding of the target audience, we set new geographic targeting parameters, focusing on high-potential European countries.
• Audience development: identified different audiences based on the interests and characteristics of potential students, which allowed us to create personalized advertising messages and increase relevance

January 2023

• Launch of new search campaigns: using targeting strategies, we have made every effort to ensure maximum relevance and effectiveness of our ads
• Launching Performance Max: implemented Performance Max, an innovative format for advertising campaigns that allows you to use different channels and formats to achieve the best results
• Working with budgets and strategies: constantly monitored and analyzed advertising campaigns, adjusting budgets and strategies to maximize results. Using optimization methods and careful allocation of resources, we ensured efficient use of the budget and achieved high conversion rates
• Expanding semantics: worked on expanding the list of keywords to take into account the different requests and needs of potential students. This allowed us to attract more attention of the target audience and cover a wider range of potential customers
• Expanding the list of negative keywords: through advertising request analysis, systematically added negative keywords to avoid non-converting click costs and increase campaign effectiveness. This focused the budget on the target audience and improved conversion quality
• Changing geo-targeting: based on data analysis and understanding of the target audience, we made changes to the geographic targeting parameters. By focusing on European countries with great potential, we provided more opportunities to attract new students and increase the effectiveness of advertising campaigns
• Targeting audiences: created personalized advertising messages, which increased the relevance and effectiveness of our campaigns
• Niche analysis: conducted a detailed analysis of the market and competitors, which allowed us to better understand the needs and expectations of the target audience. Using this data, we emphasized our client’s competitive advantages and attracted more potential students
• Launch in different European countries: launched advertising campaigns in different European countries. This allowed us to use local features and cultural contexts to effectively attract new students and raise awareness of the psychology course

February 2023

• Developing audiences: based on the results of the analysis, we made adjustments to the advertising strategy, including changing the focus of messages and using a more personalized approach to reach the target audience
• Conducting experiments: after analyzing the data, we identified the best strategies that helped to ensure more effective conversions and reduce costs
• Semantics correction: worked on the semantics of ads, clarified keywords and phrases, which helped improve the relevance of ads to the target audience
• Setting up new remarketing audiences: identified new remarketing audiences using data from previous campaigns. This allowed us to attract returning users and increase the chances of conversion
• Setting up a remarketing campaign: developed advertising campaigns specifically for the target audience that had already shown interest in the psychology course. This allowed us to effectively attract their attention and increase the number of repeated actions (conversions)
• Expanding geographic targeting: we continued to expand our geographic targeting parameters, focusing on European countries where we had the greatest opportunities to attract new students