Essential CEU
Case Study
Driving Subscription Growth and Doubling Revenue Through Strategic Google Ads and SEO Optimization
123%
YoY increase in subscriptions
50%
of all sign ups generated through marketing
2x
YoY revenue growth
Summary
Essential CEU provides community care administrators and professionals with online continuing education courses, enabling them to meet their credit requirements efficiently. Pier partnered with Essential CEU to drive sign ups and subscriptions through Google Ads and SEO, aiming to reach their target audience searching for online continuing education courses and increase awareness of Essential CEU’s offerings when professionals need to complete their requirements.
Solution
To address these challenges, we implemented a comprehensive strategy focused on optimizing Google Ads and enhancing SEO efforts. Our approach included:
- Google Ads Optimization:
- Improved ad copy to stand out from strong competition.
- Turned off expensive and low-converting keywords.
- Identified relevant, high-converting keywords.
- Optimized bids to ensure cost-effectiveness.
- Set up tracking for sign-ups to enable nurturing and retargeting.
- Built targeted landing pages to improve conversion rates on the site.
- SEO Enhancement:
- Drove qualified traffic to the website.
- Focused on increasing conversions through targeted SEO efforts.
- Worked on conversion funnel optimization to improve sign-up and subscription rates.
- Implemented on-page and off-page website optimizations.
- Acquired backlinks to high-quality, relevant websites.
Location
Santa Cruz, CA
Industry
Online Education; Health Care
Start-Up Stage
Seed
Marketing Strategy
Google Paid Advertising
Search Engine Optimization (SEO)
"[Pier Marketing] has played a key role in our 50% YOY growth over the past 3 years. They’ve consistently helped us get great results through Google Ads and SEO. They don’t just wait for direction, they come to us with smart, creative ideas and have become way more than just a vendor. They’re a true partner in our growth."
Dr. Heidi Morgan
Co-Owner, Essential CEU
Results
Our strategic efforts yielded impressive results for Essential CEU:
- Google Ads Performance:
- Achieved a consistent 2-4% conversion rate.
- Maintained an impressive 20%+ click-through rate (CTR) across campaigns.
- Reduced the average cost per click (CPC) to $5.
- Saw a 91% year-over-year (YOY) increase in accounts created.
- Saw an 123% YoY increase in subscriptions.
- SEO Performance:
- In one year we:
- Achieved a 50% YOY increase in new users from SEO efforts.
- Drove a 4% sign-up rate and a 2% subscription rate from SEO efforts.
- Ranked for over 500 keywords on page 1 of Google, 200 of which were in the top 3 positions.
- Moved up a cumulative total of 30K+ positions in Google.
- In one year we:
- Overall Impact:
- Achieved a 3:1 ratio in CAC to LTV.
- Generated 24% of conversions from SEO and 25% from Google Ads, accounting for 50% of orders from our efforts.
- Saw a 69% YOY increase in sign ups and a 49% YOY increase in subscriptions.
- Doubled year-over-year revenue.
