In October 2018, a Complete Digital Audit was conducted for EzLicence.
EzLicence is a true South Australian success story. If you haven't heard about them yet, you will soon.
They're an online platform, similar to Uber, that matches learner drivers with driving instructors.
At the time of the audit, EzLicence were spending $100's each day on digital advertising, reaching learner drivers in Sydney and providing work for over 70 driving instructors.
Today, EzLicence spend $1,000's daily on digital advertising and have expanded their service offering into Melbourne, Queensland and Perth, with plans to continue expanding in the future. The team now partner with over 400 driving instructors Australia-wide.
After speaking with Simon, the Co-Founder & Managing Director, and the EzLicence team, 3 key areas were identified in which they felt they had received the most value from our services.
1. Tracking advertising campaigns with Google's Campaign URL Builder
When we were given access to the client's Google Analytics and paid traffic channels, we were delighted to see that the conversion tracking was accurately set up and recording the right user behaviour.
However, the EzLicence team were not able to clearly determine which specific online campaigns, emails and advertisements were providing them with the most learner driver bookings.
Google's Campaign URL Builder allows advertisers to easily add campaign parameters to URLs, so we can track custom advertisements in Google Analytics.
Learn more about the Google URL Builder here.
With this correctly installed, we were able to determine the value of each individual email in a Welcome Sequence, and identify that learner drivers weren't engaging with emails sent 7 days after initially subscribing.
With this information, we could see that a 90-day welcome email sequence was not a priority.
2. Prioritising the top performing keywords
Not all keywords are created equal.
Initially, we found that EzLicence were targeting 2,400 keywords in their Google Ads account.
However, of these keywords, only the top 100 (4.2%) contributed to over 95% of the account's new learner bookings.
Once this was identified, we worked with EzLicence to group these keywords into common themes so that they could be placed into ad groups accordingly.
When keywords are organised into ad groups, we can write more tailored ads directly related to what people are searching for.
For example, if someone was searching for 'Driving Lesson Prices', our ads would be centred on pricing and how EzLicence provide the best value.
3. Giving EzLicence the time to focus on their business
Now, collaborating with EzLicence, the Market Ease team manage the online paid traffic campaigns.
Because we manage this on their behalf, EzLicence no longer need to stay up to date with all of the constant changes in the digital landscape.
Instead, EzLicence can use this time to focus on growing their business and providing a better experience for their learner drivers.
With regular communication and weekly meetings, the Market Ease team continue to learn more about the learner driver industry.
With this desire to keep learning and developing, we found a way to automate the recruitment of new learner drivers with the aid of online advertising.
The outcome
In July 2019, after just 6 months of official collaboration, EzLicence expanded into Melbourne.
By replicating the new structure of the Sydney campaigns and then tailoring the messaging for the Melbourne audience (based on their search behaviour), the team were acquiring new lesson bookings within days of the launch.
In December 2019, the EzLicence team expanded into Brisbane, and in January 2020 they expanded (again!) into Perth.
Now, after a year of collaboration, here's what Simon, the Co-Founder & Managing Director, had to say:
"We were introduced to Market Ease in late 2018. After conducting an initial ‘Complete Digital Audit’ of our digital marketing efforts, they were able to find several opportunities to optimise and improve our digital marketing strategy.
Since partnering with Market Ease in January 2019, we have expanded into three additional states within Australia, increased our monthly marketing budget by $40K and have reduced our cost per conversion by 50%.
However, what’s impressed me the most with Market Ease is their desire to continue innovating and learning about our industry. They are now working with us to also automate the B2B component of our business.
Because we could trust the Market Ease team to manage our digital marketing efforts, we had more time to focus on growing the business.
We have thoroughly enjoyed working with Market Ease and have been impressed with their marketing knowledge and see them as a key partner for years to come."
Contact us
If you have any questions about this article, or if you would like to learn more about our Complete Digital Audit, please don't hesitate to get in contact.
