#151: Strategies For PPC When Your Lead Costs £££££

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This week on the Exposure Ninja Digital Marketing Podcast, Tim is joined by his birthday twin, Azeem Ahmad from Staffordshire University. As a frequent speaker at events like BrightonSEO, and having worked with both client and agencies alike, it’s safe to say that Azeem knows his stuff when it comes to digital marketing. 

Just in case you don’t get the pleasure of bumping into Azeem at an industry get-together, we’ve grabbed him for a chat. And if you’re looking to reduce your CPA, you’re in the right place. Using his university experience, Azeem talks us through how to manage Paid Ads on a low-scale budget (not to mention in a competitive and seasonal market). 

In this episode, Azeem tells us how he analysed user journeys and behaviours to determine which months proved to be most profitable for Staffordshire University. This vital information helped Azeem get ahead of the competition, tailoring content to prospective leads at the right time of year. 

So, take a listen today and discover how you could use similar techniques to find out which times of the year are most profitable for your business. 

Got a specific question you want answered? The time codes below will help you find what you are looking for.

2:55 What is Staffordshire University? 

4:40 How long have you been at Staffordshire University and what sort of changes have you seen about how they market and how they use the internet to get more attention? 

8:10 How do you figure out the number of touches a lead touches before they decide to become a student?

11:25 What are you tracking?

14:21 What is your budget like? 

16:30 Do you do retargeting? 

20:00 You achieved a 76% decrease year on year, what were the key learnings for you? 

23:10 It seems like your content calendar approach to the year, is there a model for when your budget will be best spent? 

26:25 When you are testing different benefits, how many would you test against each other? 

31:15 Successes and failures? 

35:28 Has anything you’ve tested turned out to be amazing? 

38:45 If you had an unlimited amount of budget what would you do? 

40:00 If you could go back and give yourself some advice on day one of working at Staffordshire University, what would it be? 

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