In February, a client approached me with a request to help set up targeted advertising on VKontakte to promote online English courses.
Task: Create a targeted advertising campaign for an English language school
KPI: The cost of a subscriber to a series of free lessons is less than 50 rubles per person
Solution to the problem or how I attracted clients from VKontakte
Teaching English is a very popular service and the competition for it on social networks is very strong. The average price of a subscriber to a series of free russia telegram data lessons at that time was 50-60 rubles per person. But the customer wanted to reduce the price below 50 rubles, since this could give a good competitive advantage.
As I found out, the main reason for
Expensive subscriptions was that most campaigns paid for the price per click. Clicks were quite expensive in this topic (15-20 rubles per transition). Therefore, even with good conversions, this resulted in a high subscription price.
The first thing I decided to do was to divide the
Target audiences that would is there a better structure than others for small businesses? be interested in these courses. This would make it possible to pay for impressions, and therefore reduce the cost per click. For this, I used the Cerebro Target program .
I have identified several target audiences:
- Readers of English language learning publics
- Travelers
- People who want to get to England and the USA
- Lovers of English culture
The first audience was the largest. It included large thematic publics, excluding competitors.
I deliberately did not include competitive communities, although it would have given a very good effect for the subscriber price. The thing is that the customer only needed advertising setup, but not management. And in competitive communities it makes sense to work only with a new audience (those who joined within 1-5 days).
To do this, we would have to sault data control these communities ourselves, but the client simply did not have the tools for this, so I was forced to abandon this tasty approach.
However, this audience, even excluding competitors, gave a good effect. See the screenshot.
