Skillshare

The challenge

Having previously worked on a successful trial campaign of non-brand activity for Skillshare, the leading US online learning platform, Croud identified a huge opportunity to expand the use of automation across keyword expansion and bidding. Skillshare tasked the Croud team with one objective, to maximize paid search to its true scale potential while maintaining a set level of efficiency.

The strategy

Given the vast range of course content on the Skillshare website, we needed a way to automate search term coverage but in a way that provided control over efficiency. We therefore focused on three core initiatives:

• Utilization of dynamic search ads, targeting class categories (e.g. graphic design, illustration, creative writing etc.), course specific and teacher based content.
• Expansion of match type, moving away from broad match modified and into full broad.
• Use of portfolio bidding strategies, consolidating as much conversion data as possible.

The results

Croud were able to maximize paid search to its true scale potential while maintaining a set level of efficiency. Following this campaign, Croud and Skillshare saw a +135% increase in conversions while maintaining target CPA, proving the ability of the automated bidding systems to bid appropriately across a much larger and broader search query. They also saw a 4.4x increase in unique search terms, demonstrating the scale available from DSA and broader match types, with 62% of all conversions during Q3 being from full broad keywords.

Having worked on a successful trial campaign for non brand activity previously, it was clear there was a huge opportunity to expand by utilizing automation across keyword expansion and bidding. Croud successfully scaled to new levels to increase non-brand paid search spend 1000% while still maintaining an acceptable CPA.

Not only that, Croud uncovered valuable insights into how bidding algorithms can continuously improve with increased data and how this “leveling up” challenges traditional understanding of diminishing returns in paid search.