MyComputerCareer SEM Campaign

MyComputerCareer's Cyber Warrior Program works to put IT students on the path toward a cybersecurity job in just a few months. In March 2023, the company wanted to focus its efforts on targeting active military members and veterans to join the program. So we set out to help them improve their lead quality, generate more high-quality leads, and decrease the cost per lead.
Early on, offline conversion tracking challenges arose and pulled in non-military leads. To troubleshoot the problem, the MyComputerCareer team built a HubSpot report that allowed us to home in on the keyword and audience nuances that were bringing in non-military applicants.

Those findings alerted us to which keywords and audiences we needed to temporarily phase out in our paid display and search campaigns going forward. Those tweaks attracted an increased number of high-quality leads — within a quarter, that figure jumped from 1,316.6 to 2,816.3, a 229% quarter-over-quarter jump.