Case Study: PPC for Kazakhstan Educational Courses
Results: In 1.5 months, we gathered a group of 35 participants, of which 12 came through the CPC channel.
The Client
In January 2015, a client approached our agency to promote educational courses in Almaty, Kazakhstan. Before contacting us, the client had worked with another contractor. However, due to very few sales (1-2 course sales in 1.5 months), the client decided to look for another digital advertising partner.
The Challenge
Our client set a goal of attracting at least 30 students to their course.
The Solution
We used several contextual advertising systems and launched the following campaigns in each of them.
- Search advertisement. In a separate campaign, we selected some words closely related to the website's main subject (skills development, personal growth training, self-improvement courses) with lower rates, excluded irrelevant queries, and added high conversion requests.
- Contextual media campaign. Our team created ad groups targeting the following factors in a similar audience to the users who visited the site:
- keywords
- themes
- interests
- handpicked platforms
- Remarketing. We created an audience of users who visited the site, excluding those who had completed the offered forms. We also created ads with special offers for this audience.
- Video campaign (Google Ads only). We decided to use ads featuring video testimonials from course students. Ultimately, this produced good results. The video campaign ranked second by student submissions at a cost per view of $0.02 on average.
The Results
In 1.5 months, we managed to build a group of 35 students, of which 12 came through the CPC channel. Eventually, paid traffic generated 192 course applications.
The cost per application (CPO) was $12.4.
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