Advertising of EdTech info product
How to get leads and stand out from the crowd of competitors?
Analytics & advertising setup
The client gave us the task of setting up an advertising campaign for a free online marathon on the theme of professional and personal growth. Setting up ads on Facebook and Instagram was our part of the campaign.
As always, we tested the website before launching the advertising. Wrote recommendations to simplify registration forms, checked copy and calls to action for consistency and usability, and tested layout on different devices.
Once the recommendations were implemented, we tested the site and set up all the conversion events. We also configured the event tracking in Google Analytics and the Facebook pixel. We added the domain to the verified list and added the lead conversion as the highest priority conversion so that we wouldn't lose it when advertising on iOS 14, due to the recent changes in iOS 14 conversion tracking.
The client's creative team provided the creative. We were tasked with running them and monitoring them to see how they performed. In each type of ad campaign we created separate groups of ads with targeting on the language of UKR RUS, as well as separating the format of the creatives - square and vertical videos. As we were advertising an event, we separated Facebook and Instagram to tag the event, the speakers and the companies they work for in FB ads. As a result, each campaign had 6 groups of ads in which we needed to make changes and upload new creatives. For the bulk changes, we used Facebook's Excel import/export tool, as it allowed us to make bulk changes in a matter of minutes and did not require us to wait for the rather slow Facebook Ads web interface.
We created audiences for targeting together with the client and focused on the following indicators
- The number of interests selected should not exceed 5 or 6.
- After all targeting and geography has been selected, the estimated audience should be up to 1 million.
- Then, if Facebook considered it feasible, the audience was expanded to include additional interests.
A media plan approving this type of advertising campaign was prepared together with the client:
1. Reach - since the event was new, it was necessary to start by informing the widest possible audience about it, to get people interested and to create a broad publicity. At a cost of $0.48 per 1000 people reached, CTR 0.06%, we reached an audience of 1.4 million people. Only the first week of the campaign used this type of advertising.
2. At the same time, during the first few days, we launched campaigns for traffic. We chose the target of targeted page views. Since we didn't have any visitors yet, we didn't have any conversions either, so we chose to target traffic to start collecting statistics on the target audience and to start building statistics on conversions. At the same time, the optimisation was not done by clicks, but by targeted page views, as we placed the pixel and this optimisation allows us to identify a more interested audience that not only clicked on the link, but also interacted with the content of the site, so it is a more targeted audience for us. We have received 21,000 visits to the site (CTR 1.5%, CPC $0.11) and we have also received 220 registrations.
After the first registrations, we moved on to the second phase. We stopped the previous campaigns and started conversion optimisation campaigns to optimise the budget. Using the same targeting settings, we obtained the following results: cost per 1000 impressions $3.11, CTR 0.50%, CPC $0.63, but most importantly, 5000 registrations for 2 weeks of running these campaigns at an average price per registration of $1.48.
A remarketing campaign was set up to target site visitors after a couple of weeks. We had separate creative launches. There was an exclusion of people who were already registrants from the interest audiences. We also created audiences of those who were actively interacting with ads or FB IG pages. We noticed that our interest audiences were automatically remarketing to those who saw the ad but did not click on the link, as well as those who clicked on the link but did not register. We saw that the frequency of impressions per person was increasing. We did, however, receive registrations from the established remarketing groups at a lower price than from the new ones, but the number of these registrations did not exceed 5% of the total number of registrations.
Conclusions
Choosing the objective of an advertising campaign is very important, always make up your mind what exactly you want to achieve before launching an advertisement.
analytics
correct goals
5000
participants
$1.48 cost per participant
The choice of target will have different indicators, for example a campaign for reach will not have a high CTR but will have a low cost per 1000 hits. In a campaign for traffic there will be a high CTR and a low cost per visit, but not the fact that there will be a lot of conversions. A Conversion Campaign will have many conversions (if there is data and everything is set up correctly), but the remaining metrics will be worse than the above types of campaigns, and all this is logical and correct - you should always work with the final metrics depending on the purpose of the campaign, and not compare secondary metrics.
When creating audiences, do not add more than 10 interests and check that the final audience is not too narrow and small, otherwise it and the creatives will burn out quickly, you will get good performance in the first days and then everything will go to waste and you will have to reconfigure everything again and wait for the algorithm to learn.
If you add new creatives, don't duplicate groups, add to the already launched, new creatives if they have better performance will be shown more often and everything will work well, but it is also necessary not to go to extremes and keep active no more than 3-4 creatives in each group, periodically switching off those that have already burned out or have performed worse in the last few days.
Before any launch, the most important action to take is to set up analytics and transfer events to all the advertising systems, without this step the optimisation algorithm will not learn and the results will be many times worse, even taking into account all the other actions you've taken.
wamp.com.ua
we specialise in launching of webinars, personal brand courses and AdTech business advertising
