About My English School
About the project
My English School
My English School is a leading school chain with branches in several cities across Italy. The company offers high standard
English courses for different purposes (from basic English to Business English) and all ages.
The brand contacted us the very first time when they decided to digitalise their marketing as well as their customer
approach and management, when they only had one school in Florence.
It was just the beginning. The growth of My English School rapidly arrived through our digital strategies and
across the entire country. For this reason, they thought that they might need a bigger agency to carry on.
A while later, MyES decided to call us back to go for their next big jump and conquer the international market, including countries such as France or Spain.
It’s an honour for us to have clients like them: the message is that we have provided the best digital service they have found in the market, they trust our work and they want to carry on with new challenges.
Challenge and Objectives
Geo-Targeted Audience and Verified Data
The challenge of My English School was to organize digital advertising campaigns for more than 20 Franchising in Italy.
The challenge of Rich Clicks was from one side to find a model to structure the advertising campaigns of the
From the other side, we needed to adopt an onboarding process for the new schools coming to take part of MyES.
The main goal of our Hyperlocal advertising campaign strategy has been to target the school radius with the use of bid adjustments to acquire a geo-targeted audience of users.
We also concerned about the needs of the schools that wanted to check and verify data, in order to have a clear understanding of the digital marketing
Creativity and Implementation
Refining all the possibilities
Using a Hyperlocal strategy we built different geo-targeted audiences focused on the school radio target.
We adjusted the bids on the keywords increasing by 20% on the users in the nearby (2 Kilometers) of the schools.
Our next step was to revise all the keywords and focus the text of our ads to the geo-target of the schools.
We always used the name of the citie targeted in combination with the brand name My English School.
The use of location extensions both in Google Search and Google Display campaigns boosted the reach and
impressions of the schools and helped us to lift up the conversions.
We structured creatively the callout extensions using the name of the area of the schools and the most common and well-known places around the location of the schools.
Strategy and Target Audience
Structuring the best G-method
From the very beginning we had a clear strategy in mind and, with the help of Google consultants, we realized our ideas.
We worked with Google Ads Editor to build the skeleton of our campaigns, ad groups, keywords, ads and extensions.
We used a campaign as a model and then we proceeded by replicating the same settings for the other schools.
The radius was placed on the location extracted with Google My Business and optimized with the use of bid adjustments.
The audience of our campaigns have been extremely targeted and focused on the location of the schools.
We asked to the Franchising to give us suggestions about placements to use in our Display campaigns: this way we have been able to tailor our marketing ads to a selected list of the most common newspapers / digital
magazine known locally.
What have we learned?
Mobile evolution never sleeps
The setup of these campaigns has been useful to understand how important a Hyperlocal and geo-targeted advertising strategy is to address the needs of the users.
We live in a mobile-driven world: as a matter of fact, the majority of our users (from Google Analytics statistics) are visiting our website from mobile devices.
With a Hyperlocal strategy, we have been able to intercept the user navigation while they were in the nearby of the schools.
Campaign optimizations became easy because we were able to concentrate our budgets in the searches made in the nearby of the schools.