Case Study: Improve International reduces CPA by 72% with Zest Digital

Improve International reduces CPA by 71.5% with Zest Digital

Zest Digital partnered with Improve International, a provider of training for veterinary professionals, to address a critical marketing challenge. The client needed to pivot to promoting new online courses during the pandemic and required targeted advertising to achieve a profitable cost per acquisition (CPA) for student enrollments.

The solution involved a multi-faceted strategy by Zest Digital, managing paid ads on Google and Facebook. They conducted extensive split testing on ad copy and creative, built a highly refined audience, and optimized landing pages based on heat mapping data. A key discovery was the high conversion rate from an older demographic on Bing, leading to the successful introduction of Bing Ads. As a result, Zest Digital reduced the CPA by 71.5% over the three-month campaign, finishing 52.4% under the target and enabling a successful product launch.

Improve International