Challenge

KinderCare is the nation’s largest provider of childhood care and educational development. With a strong new messaging strategy focused on early childhood development with the curriculum to back it up, KinderCare came to Sq1 wondering how they can get more out of the national paid search campaign.

Campaign Structure and Tagging

Sq1 took over KinderCare’s Paid Search account in march, 2014. KinderCare Learning Centers at the time, consisted of ~1,700 centers across the country. Their existing Paid Search account had many issues, most critically, it generated a high level of waste based on how the targeting and keyword groups were set up. Sq1’s approach was to rebuild their legacy account into 4 separate accounts to allow for more granular targeting and segmentation.

Media Buying Success

  • 26% YoY Life in Inquiries
  • -32% YoY Decrease in Cost Per Lead
  • -25% YoY Decrease in Cost Per Click
  • 261% YoY Life in Click Through Rate
  • Immediate Optimizations

  • Added Negative Keywords
  • Increased our geo-fencing to target relevant markets
  • Rebuilt Account Architecture that supports deeper segmentation (i.e. match type, brand/non brand, and geo)
  • Integrated new ad groups with new ad copy
  • Integrated new exact match keywords
  • Introduced Dynamic Keyword Insertion
  • Built extensive system of Sitelinks
  • Introduced Bid Testing
  • New Targeting Strategy

  • Set up campaigns to target 5-10 mile radius around each individual center
  • Eliminated full start targeting – previously, KinderCare was spending for daycare based queries in cities that didn’t have a center
  • Granular targeting allowed for “Preferred Zone” strategy implementation
  • Sq1 rebuilt the legacy accounts to the deepest level of granularity by focusing on KinderCare’s 1,500 operating centers throughout the US. This allows Sq1 to create center-level strategies to meet varying level of support.

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