Inhaltsverzeichnis

Digital Marketing

Our role

Setting up a Google Ads campaign structure

The challenge

The Institute for Young Entrepreneurs faced several challenges that threatened its position as an industry leader:

Reaching new target groups via digital channels: Previous content and marketing measures focused heavily on social events and local offerings such as workshops. Consequently, the potential of the rapidly growing younger, digitally savvy target groups was not fully exploited.

Google Ads performance: Until the expansion of our collaboration in 2023, the IFJ had hardly any presence on Google, which led to a lack of brand awareness in the search engine landscape and partner networks.

Increasing competition: In addition to the changing demographic characteristics of their target group and how they are addressed, many new players have positioned themselves in the market, sometimes using very aggressive methods.

Our task is to solve these challenges and develop a consistent, targeted digital strategy that presents and profitably leverages the IFJ’s holistic offering via Google Ads.

The approach

  • Developing a Google Ads strategy and campaign structure: We have developed a marketing strategy that covers all relevant areas of the IFJ in up to four languages. This allows us to reach aspiring entrepreneurs throughout Switzerland, increase the brand’s digital visibility and relevance, and engage potential customers at the right moment.
  • Display & PMax campaigns for brand strengthening: In addition to search network ads, we strategically placed creative ads to further increase brand awareness and fully cover the lead funnel – from generating interest to the final conversion. PMax: Costs: 14.42% >Impressions: 65.60% >Clicks: 65.64%
  • Cross-channel measurability: By setting up Google Tag Manager (GTM) and Google Analytics 4 (GA4), we have established data-driven success measurement across various offerings and sub-projects in order to make informed decisions based on relevant KPIs.
  • Dynamic bidding across multiple relevant KPIs: For selected campaigns, we use several parallel bidding strategies to maximize both the number of incoming inquiries and visibility in the highly competitive market.
  • Continuous monitoring and optimization: Through regular monitoring, detailed data analysis and resulting adjustments to budget and bidding strategy, we were able to maximize campaign performance and continuously generate leads.

The results

  • CPC – 59.21 %
  • Ant. possible impact. + 18,76 %
  • Kosten / Conv – 30,42 %
  • CPM – 95,92 %
Google Ads