How to get 30K online course subscribers via analytics and advertising diversification
Google Ads. Facebook Ads. Yandex. Direct. VK Ads.
Customer:
implements management accounting in the business. The customer uses the free email course as a lead magnet. Advertising is conducted via Facebook Leadform.
Task:
to evaluate the effectiveness of the customer's actions and improve the result.
implements management accounting in the business. The customer uses the free email course as a lead magnet. Advertising is conducted via Facebook Leadform.
Task:
to evaluate the effectiveness of the customer's actions and improve the result.
How I implemented the task:
First of all, I decided to test other advertising systems: Google Ads, Direct.Yandex, VK Ads.
In addition, we decided to drive traffic to the landing page. With the help of a designer and a programmer, we developed the page:
First of all, I decided to test other advertising systems: Google Ads, Direct.Yandex, VK Ads.
In addition, we decided to drive traffic to the landing page. With the help of a designer and a programmer, we developed the page:
The page revealed the main values of the course and had social proof of the authors' competence. This was the kind of information the customer has never used before.
Launched ads in Google Ads, Yandex.Direct, VK Ads and Facebook via the landing page.
Contextual advertising had different triggers and was created for specific search query intents.
Launched ads in Google Ads, Yandex.Direct, VK Ads and Facebook via the landing page.
Contextual advertising had different triggers and was created for specific search query intents.
For the price of a subscriber, the best results were shown by Yandex Advertising Network and Facebook with landing ads.
To evaluate the effectiveness of a subscriber, a new metric was developed — the price of an effective subscriber. By means of Mailchimp marketing platform, I analyzed the email openability and found out that 38% of subscribers from Yandex Advertising Network and 24% of subscribers from Facebook landing page read the first 4 emails. The figures of an old advertising campaign on Facebook amounted to 14%.
It was decided to work with the Yandex Advertising Network and Facebook and focus on the cost of an effective subscriber.
To evaluate the effectiveness of a subscriber, a new metric was developed — the price of an effective subscriber. By means of Mailchimp marketing platform, I analyzed the email openability and found out that 38% of subscribers from Yandex Advertising Network and 24% of subscribers from Facebook landing page read the first 4 emails. The figures of an old advertising campaign on Facebook amounted to 14%.
It was decided to work with the Yandex Advertising Network and Facebook and focus on the cost of an effective subscriber.
To improve results, the mode of action has been changed. Previously, a person subscribed to the course, went to email, and read the newsletter there.
I added a new "thank you" page, where I posted a special offer to pass a Business test (tripwire offer).
Thus, I implemented a flow of requests to the sales department at the stage of subscribing to lead magnet. Thus, the sales department got additional 1,774 requests absolutely free.
I added a new "thank you" page, where I posted a special offer to pass a Business test (tripwire offer).
Thus, I implemented a flow of requests to the sales department at the stage of subscribing to lead magnet. Thus, the sales department got additional 1,774 requests absolutely free.
The result was not achieved immediately. All hypotheses were checked through HADI cycles, the effective ones were identified, and the ineffective ones were eliminated. In addition, to maintain the system, advertising campaigns were constantly optimized. The combination of these measures made it possible to improve results over time.
This mode of action has been working for 3 years and still shows its efficiency.
This mode of action has been working for 3 years and still shows its efficiency.
Now it's time to contact me
+7 908 708 19 91 (WhatsApp)
olegefimov.marketing@gmail.com
olegefimov.marketing@gmail.com
