Maximizing ROI with SEM for British Council

During the new normal, all IELTS exam providers and coaching centers resumed services, leading to intense keyword competition. To stand out, I needed to ensure we ranked at the top of search results.

My main goal was to increase our Search Absolute Top Impression Share while reducing lost impression share due to rank. This would ultimately improve our visibility and create a strong impact.

To achieve this, I focused on increasing ad rank and quality score. I conducted a thorough analysis to identify performance gaps and optimization opportunities. By evaluating our existing strategies, campaign structure, ad communications, and scalability, I mapped out key areas for improvement.

Based on my findings, I: ✅ Stopped underperforming placements, keywords, and strategies ✅ Introduced new, high-performing strategies and keywords ✅ Segmented keywords into generic, branded, and competition ad groups ✅ Revamped match types to reduce competition with our own keywords ✅ Used negative keywords to prevent cross-triggering ✅ Updated ad copy to boost ad rank ✅ Added long-tail, high-commercial intent keywords ✅ Implemented GA remarketing lists & similar audiences for better performance

Compared to August 2020: 📈 Search Absolute Top Impression Share increased by 45% 📉 Search Lost Impression Share (Rank) reduced by 57% 🎯 CTR rose by 6%, reaching a record 29.20% (highest in South Asia) 🚀 Conversion rate soared by 349% 💰 CPA dropped by 26% ✅ Optimization Score maintained at 100%

By optimizing every aspect of the campaign, I ensured an impactful presence in a highly competitive market while driving strong results for the British Council.