Case Study 3
+16.5% Increase in Actions on Site through Smarter Targeting
Human piloting of performance and targeting over platform automation resulted in a significant increase in meaningful actions across all Dementia Training Australia (DTA) marketing campaigns.
The Challenge DTA offers fully subsidised online courses where individuals have the option of enrolling in a fully subsidised nationally accredited course (Dementia Essentials) which can be studied online or at a centre near them. DTA came to ADMATIC with only limited advertising experience in running a few Meta posts a month.
DTA Campaigns were designed to promote awareness and sign ups to courses, and to drive on-site conversions through form completions. DTA’s Main challenge was its relatively unknown brand in combination with high conversion targets. DTA Webinar promotions were proposed to run for short periods, creating greater challenges for platform algorithms to optimise effectively due to the limited time and resources available to target the right audience.
Our Strategy
To address the challenge of algorithm optimisation, we used Google Analytics to understand user behaviour on the DTA website before lead submission. Our analysis showed that users who submitted leads typically spent an average of 4-5 minutes on the site. With this insight, we implemented targeting strategies that leveraged micro conversion goals that triggered when users spent more than 5 minutes on site. This goal served as an additional signal of user engagement alongside the primary lead generation goals. By focusing on high-quality traffic and leveraging micro conversions, we aimed to enhance campaign effectiveness driving better results through smarter targeting analytics and implementation strategies.
