Edge Early Learning.

Edge Early Learning is the premier childcare service provider in Queensland, South Australia and the ACT. Their centres provide a safe and inclusive place for children to learn, play, grow and explore.  

Our long-term goal is to make Edge Early Learning the childcare of choice and support new centre launches across Australia. Our short-term goals from June 2022 to June 2023 were: 

• Increase paid engagement (click-through rate) by 40% YoY. 

• Increase traffic to the site by 30% compared to the previous year. 

• Increase goal completions by 15% compared to the previous year.

COVID-19 shone a light on the critical importance of early childhood education, and due to the decrease in overall childcare enrolment in 2022, competition in the search results has only increased. On top of this, an industry-wide childcare worker shortage has made it difficult to bring in qualified employees to educate and operate centres. This makes an effective integrated online strategy vital to drive enrolments and employment applications. 

The priority for our paid search activity is reaching parents where they are ready to be met. There are two ways where parents enter our target audience; one is when their child enters the age for the childcare that Edge provides, and the other is when parents are relocating to a new area and are looking for a new childcare provider that meets their needs. Thus, this helped us format our campaign structure. 

To compete in the organic search results and improve the efficiencies of our paid campaigns, we focused on creating new content and optimising centre location pages. However, as our optimisations were implemented, we noticed a shift in search behaviour from users searching for specific suburbs like ‘child care Noosa’ to searching for broader regional searches like ‘child care sunshine coast’.