Case Description
Our client is a national educational platform for school teachers. The website contains over 300 various webinars, courses, and educational resources for teachers looking to improve their skills and effectively address the demands of modern education.
Target Audience:
B2C: school and college teachers
Remarketing campaign (Marathon)
The client turned to us with a request to engage former visitors of the VseOsvita website, inform them about the start of an educational marathon, and increase the number of registered participants.
The client hadn’t had any experience with contextual advertising before. That is why we started by creating a Google Ads account. We connected Google Analytics, set up conversion tracking, and created audiences based on how long ago users visited the website (10, 30, and 60 days) and website categories they visited.
We set up Performance Remarketing with a daily budget of 400 UAH.
Examples of Display Network banners:
Results after 30 days of running remarketing campaigns.
During this time, ads were shown to 495,605 former site visitors from the audiences we created; the website received 16,965 visits and 455 effective conversions, including 212 registrations for the online marathon.
The cost per conversion was 30.27 UAH, which equals the price of a school diary:
Remarketing campaign (Contest)
After the successful completion of a summer educational marathon we got down to planning our next step — promoting a contest for secondary school students.
We created audiences based on the former webinar and course participants among secondary school students (years 7 to 9) and set up and launched a new, separate Performance Remarketing campaign with a separate audience.
Examples of banners:
Results after 30 days of running the campaign:
With a daily budget of 500 UAH, we received 1,166 total conversions, including 905 registrations for the contest at 5.32 UAH each.
Performance Max (Audiences)
After having achieved good results with remarketing campaigns, the client decided to entrust us with searching for new potential audiences to engage with the website and register for courses and webinars.
Having analyzed a potential user persona, we created several various types of audiences:
3.1 Interests:
3.2 Narrower interests:
3.3. Search queries:
Examples of banners for engaging new audiences:
Results after 30 days of running the campaign:
With a daily budget of 400 UAH, we received 6,453 conversions at 2.32 UAH each.
Conclusions:
The success of advertising an educational business depends on several factors:
- Choosing the right advertising tools. You need to try different channels, such as social media, Youtube, Google search, and others.
- Focusing on your target audience. It’s important to remember that users who make decisions and users who use services are not always the same people. For example, parents may be interested in extra classes for their children, and employers may look for professional development opportunities for their employees.
- The more complex the product and the colder the user, the longer the sales funnel. Don’t neglect this rule, guide your user to conversion step by step. The user might not immediately buy a course — you need to establish more points of interaction with your potential client.
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