Helping UTN Training raise conversions from paid search

About the project

UTN Training is a division of the AFI Group, one of the UK’s leading access hire and construction training providers. UTN Training provides industry training to over 18,000 people every year in a highly competitive market. They asked us to improve the results from their paid search campaign with a focus on the number of conversions.

“Miromedia have helped improve UTN Training's paid search campaign and we've seen a steady increase in conversions. Their reporting is straightforward and helps us see the results they're getting for us.”Matthew Scott, Divisional Managing Director & Group Marketing Director, AFI Group

Results

Using paid search, we continue to ensure UTN Training are easily accessible to customers likely to convert.

283%
increase in PPC conversions

517%
increase in conversion rate

289%
increase in click through rate

The Background

We were approached by UTN Training who needed a new agency to manage their paid search campaign. Their existing campaign was set up to get clicks from thousands of keywords using only a few text ads so we immediately knew there were improvements we could make.

Research & Implementation

We worked with UTN Training to research keywords around their core training courses such as IPAF, PASMA and CITB. We then cut down the number of keywords by only focusing on keywords we believed were going to convert. Our intention was to catch people ready to buy a training course, instead of those simply researching courses.

We then segmented the campaigns and wrote 400 new text ads to ensure UTN Training’s paid search is as targeted as possible.

A Successful Start

We initially ran a 3 month trial to prove our expertise and earn trust from UTN Training. During that initial period we saw a modest increase in conversions but big improvements in click throughs (CTR) and conversion rates which gave UTN Training the confidence to appoint us on a permanent basis.

Results

That show of confidence paid off. Within 6 months, UTN Training saw a 283% increase in conversions, a 518% increase in conversion rate (0.35% to 2.16%) and a huge 289% jump in click through rate (CTR) from 1.99% to 7.76%.

The Future

Having seen continued success with the UTN Training paid search campaign, we have also been trusted with the management of two further paid search campaigns for AFI Group: FindMyTraining and AFI Uplift.

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