However, at Grow Enrollments we always question and validate our data. After working with the client for a while, we had successfully helped them integrate their back-end conversion data into Google Ads. And what we learned from that data was very surprising.

Specifically, we saw that in spite of there being a very lengthy application process in place, a large percentage of new applicants weren’t showing up to interviews, and consequently weren’t progressing further in the sales process. Digging further into that information, we found that there were specific categories of keywords that were more likely to lead to interviews and sales. And other categories, while they might generate a lead and an applicant, were more likely to result in no-shows when it came time to interview.

This new data led us to perform a restructure of the client’s campaigns in order to prioritize spend towards the categories of searches that were more likely to lead to sales, while pulling back on spend elsewhere.

While our lead and application volume actually fell as a result, our bottom-line sales have now begun to do better than ever, and the client has been extremely grateful for the additional insight that they now have into their campaign performance.

After having many experiences like the one above, here at Grow Enrollments we are huge believers in integrating every possible piece of data into our optimization process that we can. You never know what that information is going to tell you, and how it can lead to massive improvements in your current marketing performance.