New York Prep School Crowdsourcing Google Ads For Less With Trada

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Winston Preparatory School, a co-ed day school with campuses in New York City and Norwalk, Conn., is using Trada to crowdsource pay per click marketing campaigns and reach parents for ten times less than its anticipated cost.

Winston Preparatory School, a co-ed day school with campuses in New York City and Norwalk, Conn., is using Trada to crowdsource pay per click (PPC) marketing campaigns and reach parents for ten times less than its anticipated cost.

Trada is a PPC marketplace allowing advertisers to leverage the skills of hundreds of the best PPC experts in the world. Winston Prep offers an individualized education for sixth through 12th grade students with learning differences such as dyslexia, nonverbal learning disabilities, expressive or receptive language disorders and attention deficit problems.

Winston Prep’s plan called for the school to extend its reach beyond its existing community. Parents of children with learning disabilities are active online, so it made sense to advertise on the web. But the costs for paid search advertisements on Google – where people bid for ad placement in an open marketplace -- were high. And it didn’t make sense to employ a full-time paid search expert to bring the costs down. In addition, Winston Prep needed to make sure ads ran only in the locations near the two campuses in New York and Connecticut.

In October 2009, Winston Preparatory School launched a paid search campaign in the Trada marketplace, leveraging the skills of more than 500 certified paid search experts, known as optimizers. Trada automatically geo-targeted the campaign to New York City and Norwalk, Connecticut to ensure only prospective parents living near the schools would see the ads. Within one week, the optimizers generated thousands of keywords and hundreds of ads to generate inbound leads from parents of kids interested in attending the school. Within a month, the optimizers were able to lower the conversion cost – the price the school paid for a parent to click on an ad and fill out a form – from Winston Prep’s original target of $60 to six dollars.

“Trada brings a level of expertise to our PPC that we could never have achieved on our own – and it’s easy! Best of all, Trada’s optimizers have lowed our conversion cost to a tenth of what we had initially been willing to pay,” said Kristin Wisemiller, Director of Admissions at Winston Prep.

“Winston Prep shows how pioneering educational institutions can reach new communities using paid search and how Trada’s experts can help make the effort affordable. We’re looking forward to more schools following their great example,” said Niel Robertson, Trada founder and CEO.

Winston Preparatory Campaign Statistics
Optimizers working campaign: 18
Keywords in campaign: 12027
Ads in campaign: 58
Impressions: 859107
Clicks (visits to site): 7027
Conversions (interested parents): 715
Conversion rate: 10%
Cost per conversion: $6
Original target cost per conversion: $60

About Trada
Based in Boulder, Colo., Trada is revolutionizing the way agencies, advertisers and pay-per-click experts build and manage PPC marketing campaigns. Trada has developed the first PPC marketplace that allows agencies and in-house advertisers to leverage the skills of hundreds of the best PPC experts in the world, who in turn earn money risk free by generating low-cost clicks and conversions for advertisers. For more information, visit http://trada.com.

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Elaine Ellis
Trada
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