Reducing paid media costs with localised paid search and social ads.
Edge Early Learning is on a mission to empower its educators with the environment, resources, and support to create the best learning opportunities for the children in their care. Operating across South East Queensland, their centres provide a safe and inclusive place for children to learn, play, and explore.
Our goal has been to help Edge Early Learning expand and open new childcare centres across South East Queensland through paid search and social. Parents evaluate childcare providers carefully. They are making a significant investment in their child’s education and future, so our focus has been to reach new parents who are just starting to seek out a childcare provider and gain their trust with a digital nurturing strategy.
Our ability to drive tour bookings was challenged as COVID-19 unfolded. Lockdown measures meant we could not drive tour bookings indefinitely and many parents had to quickly adapt to working from home, while also looking after their children.
When we started working with Edge Early Learning, we quickly established a hyper-local and granular Google Ads account structure. Ensuring a positive user experience has been a top priority, so we layered radius targeting around each centre to target parents living and working nearby, and ensure that they were directed to the landing page of their closest centre when searching for a childcare provider or solution. Facebook advertising has also been used so that we can showcase Edge Early Learning’s purpose-built centres to new audiences, while also nurturing the decision-making process with remarketing campaigns. During lockdown, we quickly adjusted our messaging on Facebook. We delivered their educational EarlyLearning@Home lessons via video so that parents were equipped with the tools to entertain their cooped-up kids.
Increase In Traffic
Decrease in Facebook Cost Per Landing Page View
Decrease In Google Ads Cost Per Acquisition
The above results compare January – October 2019 to January – October 2020. Edge Early Learning has expanded from 8 to 19 centres since partnering with Alpha Digital in January 2020 and online tour bookings have increased by 208% comparing January – October Y-O-Y. The integrated digital strategy across paid search and social has helped Edge Early Learning be present in distinct decision making moments throughout the customer journey, while guiding parents to navigate the ups and downs of raising a child throughout lockdown.
Jane Andrewartha, Marketing Manager, Edge Early Learning