Center Upates – Review Mar Tech

Summary
Dashboard
To view your weekly data trends and insights, click here to view the Dashboard.

Current Goal
Q3 2023 – 10% Increase in Conversions – 45 Leads per Month (~135 per Quarter)

Performance
August Leads: 39
Center – LinkedIn: 5
Center – Google: 0
Non-Center – LinkedIn: 15
Non-Center – Google: 19

Budget Pacing
September Ad Spend (MTD): $3,519.48
August Ad Spend: $22,794.47

What’s Happened?
Ad Spend Reporting
The Performance + Spend tab has been updated with the final updated spend for July and August: https://docs.google.com/spreadsheets/d/1HIUI9f_GsSW0styc-wQPM8H3IVRsC6Jzaw_FmQ-_WD0/edit#gid=1039558983&range=J4
Note: I had to make a few adjustments to align CHIPS Act campaigns with “Centers” budgets.

Centers – LinkedIn
Center Buyers Guide campaigns
“KB – BOFU – Center – Buyers Guide – HC & GE – LeadGen – 9046”
8/31: Paused this campaign due to the HC & GE combo audience
“KB – BOFU – Center – Centers Buyers Guide – HC – LeadGen – 9046”
8/31: Launched this campaign with only HC audience and healthcare ad copy
“KB – BOFU – Center – Centers Buyers Guide – GE – LeadGen – 9046”
8/31: Launched this campaign with only GE audience and no healthcare ad copy
@Amanda Cozzens – Will you please review this audience and recommend changes if needed?
Video walkthrough: https://vimeo.com/859777222/b15859f559
“KB – BOFU – Center – Buyers Guide – RT – LeadGen – 9046”
8/24: Removed additional audience attributes – now retargeting only
Performance update since audience update:
Leads: +100% (1 vs. 0)
Spend: +165.6%
LinkedIn: Center – CHIPS Act ABM Campaigns
Status: In progress — Campaigns & audiences are built in platform
Next: Ads are being built today then will tag in James for final review and approval for launch
✓ Google: Search – Campaign Restructure
Campaign: “KB – Center – NB – Center Buyers Guide – Search”
Next: ✓ Research for keyword expansion (additional terms like “guides”, “pdf” etc. for the campaign, “KB – Center – NB – Center Buyers Guide – Search”)

Centers – Google
Google: Search – Center – New Campaign – Contact Us
Status: ✓ Keyword research completed 8/31
@James Jenkins – Keyword research is complete. Will you please review the recommended keywords listed here and share feedback or let us know if these are approved for launch https://docs.google.com/spreadsheets/d/1HIUI9f_GsSW0styc-wQPM8H3IVRsC6Jzaw_FmQ-_WD0/edit#gid=1732011951&range=A1
Next: Keyword approval (BH team) and build campaign/ads

Recent Results
CRO: ✓ Bright Horizons, Footer Imagery Test, New World of Work

What’s Next? / Currently in Execution
Bright Horizons – Q3 LPs
Ann will send info for the Q3 LP request
LinkedIn: Center – CHIPS Act ABM Campaigns
Google: Search – Center – New Campaign – Contact Us
Bright Horizons – LinkedIn: Review & Share info on RT Audiences
Bright Horizons – Google Ads (Non-ABM Campaigns) Budget Recommendation

Currently in Analysis
Google: CHIPS Act ABM Campaigns
✓ Google: Search – Campaign Restructure
What we’ve accomplished

Summary
NOTE: KlientBoost offices will be closed Monday, Sept. 4 for Labor Day. We’ll be back online Tues., Sept. 5.

Dashboard
To view your weekly data trends and insights, click here to view the Dashboard.

Current Goal
Q3 2023 – 10% Increase in Conversions – 45 Leads per Month (~135 per Quarter)

Performance
Q3 Conversions (QTD): 75
August: 34
July: 41

Budget Pacing
August Ad Spend (MTD): $21,405.54

Account Insights (Last 14 Days vs 14 Days Prior)
We’re excited to report that we are just 11 leads away from our goal. We have been working hard to increase volume on Google Ads and FB. The biggest barrier here is ad budget.
LinkedIn Ads
Leads: 9
CPA: -52%
Cost: -21.63% – budget was pacing ahead after turning on more BOFU campaigns per clients request, had to scale back
Google Ads
Conversions: 14
CPA: +30.09%
Cost: -2.43%

What’s Happened?
✓ Google: Search – Campaign Restructure
As of 8/17, Family Solutions and Center campaigns have been restructured and re-launched
Google: CHIPS Act ABM Campaigns
Launched 8/29
LinkedIn: Center – CHIPS Act ABM Campaigns
In progress: Ads are being built
LinkedIn Account Changes
✓ LinkedIn: Make Change From Call
Reactivate campaign, “KB – TOFU – How To Win Employees – Non-Center – HC – 9046”, with new creative
Relaunched TOFU Buyers Guide
✓ Update, “KB – BOFU – Center – Centers Buyers Guide – HC – LeadGen – 9046”, to include GE audience
✓ Assess RT audience to expand reach with the campaign, “KB – BOFU – Center – Buyers Guide – RT – LeadGen – 9046”

Recent Results
✓ LinkedIn: TOFU – Client Video Ads – Audience: ZoomInfo w/o Exclusions – Impact Score: +1
Analysis Notes: leaving campaign as is – the exclusions increased web visits!
Results:
Spend: +154.8%
Results (Web Visits): +25%
CPA: +103.8%
Impressions: +9.1%)
Clicks: +25%
CTR: +14.6%

What’s Next? / Currently in Execution
Bright Horizons – Q3 LPs
Ann will send info for the Q3 LP request
LinkedIn: Center – CHIPS Act ABM Campaigns
New ABM Campaign
Google Ads “Cleanup”

Currently in Analysis
Google: CHIPS Act ABM Campaigns
✓ Google: Search – Campaign Restructure
CRO: ✓ Bright Horizons, Footer Imagery Test, New World of Work
What we’ve accomplished

Summary
Dashboard
To view your weekly data trends and insights, click here to view the Dashboard.

Current Goal
Q3 2023 – 10% Increase in Conversions – 45 Leads per Month (~135 per Quarter)

Performance
September Leads: 23
Center – LinkedIn: 1
Center – Google: 0
Non-Center – LinkedIn: 8
Non-Center – Google: 14

Budget Pacing
September Ad Spend (MTD): $16,553.03

What’s Happened?
9/13: Conversion tracking ticket submitted to KB DataOps to review set up
9/13: Removed keywords
Campaign: “KB – NC – NB – Family Solutions Buyers Guide – Search”
Keywords:
[employer health benefits]
[health care benefits for employees]
9/14: Google – Center Buyers Guide – New Keywords
Campaign: “KB – Center – NB – Center Buyers Guide – Search”
Keywords:
“guide to on site child care”
“how to create company child care center”
“employer sponsored child care guide”
“employee sponsored child care pdf”
9/15: BH logo on LP (https://people.brighthorizons.com/cc/) to redirect to Solutions page