SERVICES (Online Courses)

The client deals with online career courses with a certification program.for individuals and teams.

1,119%

ROAS

$25,000

in revenue from just $2,100 in spending

Customer request

To increase relevant leads from Facebook ads and keep CPL at $5 or less.

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Challenges

To understand the target audience

The first challenge was to understand the target audience and their demands.

Generate traffic.

The second challenge was to increase traffic to the campaigns and gather more leads while keeping the cost per lead low (CPL).

Prevent ad fatigue

The third challenge was to make sure that the audience didn't see our advertising too often, so that they didn't become irritated or tired of it, and so that we could engage more leads.

Conduct A/B testing

The fourth challenge was to carry out comprehensive testing with different creatives to determine which kind of content is most appealing to our target audience.

What we've done

Described customer avatars;
Wrote the ads, using a long text starting with a question and then progressing into a story, to be more convincing and to bring in more people (that’s because the school sells a $2,000 online courses);
Chose images which show the outcome of these online courses;
Created warm audiences (people who has visited our website and engaged with our content):
- Custom audience: Website traffic
- Lookalike audience: Website Traffic
- Page Fans (and their friends)
- Fans of: Association of Professional Dog Trainers, Cesar Millan, Clicker Training, Dog Training, Karen Pryor, Victoria Stillwell)
Used Facebook's Lead Gen ads for the campaign, which allow users to view more information and submit a contact form without leaving the Facebook platform.

The Results