Advertising online learning in Sweden +197% of applications
About the client
In the initial phase of the advertising campaign in Sweden, the online education niche tended to have a low response rate from the target audience. Another problem was the high CPL of 29 euros. Targeted advertising was run exclusively in Meta Ads, and local specifics were not taken into account. It was targeted at a wide audience, and there was almost no adaptation of creatives. The UTP needed to be finalized. The CTR was about 0.72%, and the CPC was 1.05 euros. Text-heavy creatives also needed revision, there was no visual emphasis on the prospects of career advancement and the benefits of certification. There was no retargeting either. Promotion was carried out in accordance with the “free webinar” model, but the number of leads was only 33 in 20 days. This figure needed to be increased. The advertising campaign did not cover the TikTok platform, which is very popular among young people interested in online education.
Goals
- Reduce cost of lead acquisition and increase CTR through localization and adaptation of creatives Optimize PPC and visual content with a focus on career prospects, the value of certification and short path to results. Adapting ad messages to the specifics of the Swedish audience and reworking overloaded texts will improve clickability and reduce CPL.
- Increasing the number and quality of leads through the warm-up funnel and retargeting Setting up retargeting in Meta and TikTok for repeated interaction with users who have visited the landing page or watched the video. Introducing warming creatives (testimonials, case studies, success stories) to drive a potential user to register for a free webinar and further targeted action.
Solution
We revised the strategy of using targeted advertising, we adapted it to the specifics of the country of Sweden and took into account the specifics of the online education niche.
We used TikTok with an emphasis on fast career progression, added video creatives, which are small interviews of people who have completed courses, stories of graduates “before” and “after”.
The content was rewritten, in the published articles we emphasized:
- the flexibility of the learning process;
- the prospects of getting a good job;
- the issuance of certificates.
And also segmented the audience into students and recent graduates, IT, marketing.
We did A/B testing of the offerers: form vs messenger. We fine-tuned Meta Ads by Lookalike and needs: remote working, career building, relocation. The TikTok platform helped to achieve high engagement, attracting a young audience aged 23 to 34. CTR increased to 2.56% and CPL to €14. Numbers tripled and the webinar attracted over 100 people.
Result
Пересмотр стратегии использования таргетированной рекламы на территории Швеции позволили увеличить CTR с исходных 0,72% до 2,56%, уменьшить CPL с 29 евро до 14 евро. Заявок изначально было 33, а стало 98. Наиболее результативными оказались креативы в формате видео, запущенные в TikTok, а также сториз Meta Ads. Свыше 40% участников вебинара зарегистрировавшись, продемонстрировали желание купить основной курс. Применение метода мультиканального охвата в сочетании с персонализированными месседжами дало возможность улучшить качество лидов.