IMP-PCBA (Performance Log)

Important Dates Marketing start date: 20 June 2023 Batch start date: 14 September 2023

25th Aug 2023 Update

Overall metric: ​

See 5 additional PAs generated in the last 20 days. SEM Brand - 1 School - 1 Unidentified - 2 Organic - 1
We are past 2 MDRs since the last update but see no movement in PAs from SEM Nonbrand. 133 leads and 5 apps have been generated during this period. Lead-keyword mix has been the same.
Experiment 1: Expansion into non-UK regions ​Start date: 1 Aug 2023 Leads: 31 Apps: 1 PA: 0 L2A: 3.2% Spend: $2,936 CPL: $95
Next steps: ——-Experiment 2: Google discovery campaign ​Start date: 2 Aug 2023 Warm+ conversion objective See 1 PA @46% CAC. L2A though is currently trending weak at 2.15% L2PA - 1.08% ​
Next steps: Test ‘exact match’ keywords for SEM Nonbrand and Brand
—————————————————————————————————————————————————— ​Overall Metric (as on 4 August 2023): ​
We’re seeing good traction here for a 1st run
Currently trending at 8 PAs @36% CAC - 41 days away from batch start date
7/8 paid apps have come from paid channels (primarily google search)


Structure: 2 primary campaigns
NonBrand - UK
Brand - UK
Targeted Keywords:NonBrand ​"data analytics course" "data analytics training" "data analytics courses" "best data analytics courses" "data analytics bootcamp" "data analyst course online" "data analyst bootcamp" "data analyst course" "data analytics certification" "best data analyst certification" "data analysis courses uk" "best data analyst course" ​Brand ​"imperial data analytics" "imperial business analytics" "imperial college data analytics" "imperial data analytics course" "imperial college london data analytics" "imperial data analytics bootcamp" "imperial data analytics certification" "imperial professional certificate data analytics" [data analytics imperial]Note: We see that on the IMP-BA Online Cert, most traction is from ‘data analytics’ keywords. ‘Business analytics’ as a theme is driving low volume and poor CM. Hence, we are currently focusing to maximize leadgen from the ‘data analytics’ set of keywords. (attached is the screengrab from IMP-BA for Q3 & Q4) ​
Ad Previews:Desktop

The channel is performing well with 6 PAs (5 NonBrand, 1 Brand) @48% CAC
We are in the +ve CM territory here currently - 41 days away from batch start

Active Experiments:

Expansion into non-UK regions ​Start date: 1 Aug 2023 ​Targeted geos: Germany, Italy, Ireland, France, Greece, Switzerland
Google discovery campaign ​Start date: 2 Aug 2023 ​Targeted geos: UK Optimizing on ‘deeper funnel’ conversion action (warm leads)

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