Advertising of a language school in Kazakhstan – TikTok + Meta
About the client
In anticipation of the client's start of work, a test advertisement in Meta was launched, but the effect was weak: with a high CPL of 27 euros, CTR was 0.83% and CPC was 0.95 euros. Targeting was used limitedly, there was no diversity in creatives and segmentation. Content was represented by banners combined with carousels, there was no such format as video. The client did not use TikTok in the advertising campaign. In Kazakhstan there is an active development of this platform, it attracts mainly the youth audience aged from 20 to 35 years old. One of the main miscalculations was that the niche of online language education needs an emotional component, the impression of involvement and live communication with teachers. The formats needed to be adapted for mobile traffic, there was no retargeting, and the coverage for 14 days was no more than 38 thousand people.
Goals
- Reducing the cost of lead acquisition and increasing conversion rates by adapting to niche and mobile traffic Redesigning creatives with a focus on emotion, engagement and live chat format, introducing video content and personalized lead forms allowed to reduce CPL from €27 to €11 and significantly improve the quality of response.
- Segmentation by key needs (emigration, career, study abroad) in combination with A/B tests (landings vs quizzes), story warming and retargeting in Meta allowed to increase CTR from 0.83% to 2.14% and multiply the number of requests.
Solution
We drastically revised the strategy of targeted advertising, adapting it to the specifics of the niche of online language learning, geo-location Kazakhstan.
We included the TikTok platform in the advertising campaign, placing dynamic videos representing:
- trial classes;
- alumni testimonials;
- Challenges with carriers.
Lead forms were launched in Meta, supplemented with video instructions from educators. A/B testing was carried out: a landing page with a trial lesson, for which there is no need to pay, vs. a quiz. Conducted audience segmentation by needs:
- emigration;
- career advancement;
- study abroad.
We focused potential clients' attention on real results, live cases, personalized approach. We adapted creatives for mobile devices. We made retargeting on the received requests, activated a chain of story progression in Meta. The result - a reach of over 210 thousand people, an increase in CTR to 2.14%, a decrease in CPL to 11 euros.
Result
After converting the strategy of using targeted advertising in Kazakhstan in the niche of online language learning education, CPL halved from the original 27 euros to 11 euros, and CTR increased from 0.83% to 2.14%. Initially the client received 45 applications, and after our work 124. The most effective was the advertising launched on the TikTok platform. Viral videos helped to attract a young audience. There was an increase in the number of trial sessions, conversion rate to payment. The multichannel strategy proved to be effective.