CASE STUDY

Driving Paid Search Optimization Through Intent-Based Ads and Landing Pages

AT FOUNTAIN HOUSE

Capture

Photo: Studio Ease/Unsplash

ABOUT FOUNTAIN HOUSE

Fountain House addresses the devastating impact of serious mental illness. With the goal of transforming more lives for the better, they created the program College Re-Entry target to 18-30 year-old students who are experiencing mental health challenges.

GOAL

• Increase click-through rate for paid search campaigns
• Increase conversion rate on paid search traffic

CHALLENGES

• All paid search traffic directly went to the homepage resulting in high bounce rate and site irrelevance
• Intent spectrum was too broad with over 121 ad groups running at once. Ad messaging was not speaking towards keyword themes and intents.

APPROACH

• Recommended a campaign restructure, including refining the keyword strategy, organizing ad groups by theme and intent, using better ad messaging, and utilizing ad extensions
• Developed landing pages tailored to each campaign using Unbounce.
• A/B-tested campaigns to determine if using dedicated landing pages will increase conversion, as opposed to sending paid search traffic to the homepage
• A/B-tested landing pages to optimize for conversion and reduce abandonment

RESULTS

• Increased click-through rate of paid search ads from 0.58% to 2.18%
• Increased conversion rate of paid search traffic from 0.33% to 2.66%