Seminarer.dk

Seminarer.dk has previously focused mainly on attracting students to their seminars and educations via long email lists. But over the past few years, the impact of these emails has become stagnant and a real challenge.

It was therefore urgent that Seminarer.dk tackles this challenge and puts together the right digital channel mix so that they could continue meeting their ambitious goals.

In addition, it was important that the effect of the forthcoming solution could be tracked efficiently, so that the management and marketing teams receive confirmation that the new marketing mix was bearing fruit. Morningbound was invited to help solve this challenge - and Google Ads was identified as the primary solution.

Google Ads was the obvious choice to achieve several key objectives:

1. First and foremost, we gained insight into what Seminarer.dk's customers were actually searching for when they were looking for Seminarer.dk's products (which are a large number of educational programs, courses and seminars).
2. Next, we could see that Google Ads were extremely effective in converting registrations for Seminars' educations from new course participants thanks to our tracking - and that in fact it was especially new courses and educations that were the big hits. This was an important realization, as old, well-established products were the primary drivers for generating revenue in many companies. This realization confirmed that we should focus on expanding the Google Ads account with the many short-term new courses, rather than upscaling with an SEO effort on a few product categories - as it was precisely the many, new educations that generated the revenue.
3. We identified the unique selling points that were important for the new course taker choices. They were, among others, mentioning the pains that the courses solved, and highlighting the speakers.

With the right form to convert curious potential course takers into paying customers, we were able to prioritize the various Google Ads campaigns according to efficiency and profitability, so that a machine that delivered an exponential upward curve in revenue was gradually built and successfully replaced the previous focus on email campaigns.

The results of the shift in focus from email campaigns to Google Ads to increase revenue from digital channels have been clear.

From the last quarter of 2019 to the first quarter of 2020, revenue increased by 61%. And from Q1 2020 to Q1 2021, revenue increased by a further 62%.
Accordingly, paid-search revenue alone has increased by as much as 222% in the last year in a company that has a nice turnover in the double-digit million range per year from digital efforts.