Acting and public speaking school

Goals:

• Attract target audience. Customers were encouraged to attend a free trial lesson before purchasing the course. The target figure for a trial group was 40 leads.
• Assemble a group in 3 days. Since a free lesson was held every week, there was limited time for bringing together a trial group.
• Form a stream of customers for a paid course. According to the goal, the paid group was formed based on the results of 4 trial lessons.

Tools: Targeted ads on Facebook and Instagram.

Placements: Feed and stories.

Formats: Static banners and videos.

Landing page: Client site https://autentichnost.by and https://golos.kabanova.by.

Purpose of advertising campaigns: Conversions.

Work performed:

1. Learning course features and its unique selling proposition
2. Customer targeting and segmentation
3. Installing pixel, analytics, and setting goals for monitoring website events.
4. Launching a Telegram platform to ensure prompt data processing and timely management of advertising campaigns by agency employees.

Various audiences were tested and combined in the advertising campaign:

• by interest
• by gender and age
• by GEO (districts, locations, etc.)
• by device OS (iPhone, Android, etc.)
• look-alike: targeting client’s social media target audience, site visitors, CRM database, as well as users who viewed the entire video creative, allowed us to expand the reach of potential customers
• remarketing of visitors to the client’s website and social media pages
• wide audience without customization of interests. Facebook system found customers interested in the courses disregarding interest customization
• Advertising campaigns were launched on Facebook and Instagram

Results:

The results of our work made it possible to compile a conversion portrait of the product user:

• gender: woman
• age: 25-44
• devices: Android
• platform: Instagram
• placement: feed
• total coverage: 621,695
• total views: 2,212,619
• сlicks: 14,424
• CTR: 0.65%
• Impression frequency per user: 3.56
• Total applications received: 950
• Site conversion to lead: 6.58%
• Price per application: 6.12 EUR
• Conversion: application → free trial lesson attendee: 59%

Overall, 340 advertising campaigns were launched. Four streams of students were formed and all free classes were filled. The final bid price is best for the customer’s business model.