{"id":2577,"date":"2023-05-16T16:39:04","date_gmt":"2023-05-16T13:39:04","guid":{"rendered":"https:\/\/academia.adskill.com\/?p=2577"},"modified":"2026-07-10T16:34:37","modified_gmt":"2026-07-10T13:34:37","slug":"how-we-promoted-online-courses","status":"publish","type":"post","link":"https:\/\/adskill.com\/en\/blog\/how-we-promoted-online-courses\/","title":{"rendered":"How We Promoted Online Courses"},"content":{"rendered":"\n<div class=\"wp-block-adskill-article-info\">\n\t<div class=\"content__info\">\n\t\t<p class=\"content__info-text wp-block-paragraph\"><em>An interesting case is on the agenda today: a large EdTech company with a Facebook advertising budget of 20,000 euros for a test month.<\/em><br \/> <em>Our cooperation began in June 2022 and continues to this day. Thanks to the joint work, we were able to achieve good results, which we will tell about<\/em><\/p> \t<\/div>\n<\/div>\n\n\n<div class=\"wp-block-group content__image\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\"><figure class=\"wp-block-image size-full\"><a href=\"https:\/\/adskill.com\/wp-content\/uploads\/2023\/05\/promoting_edtech_en.png\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/adskill.com\/wp-content\/uploads\/2023\/05\/promoting_edtech_en.png\" class=\"wp-image-2948\" width=\"1200\" height=\"800\" srcset=\"https:\/\/adskill.com\/wp-content\/uploads\/2023\/05\/promoting_edtech_en.png 1200w, https:\/\/adskill.com\/wp-content\/uploads\/2023\/05\/promoting_edtech_en-300x200.png 300w, https:\/\/adskill.com\/wp-content\/uploads\/2023\/05\/promoting_edtech_en-1024x683.png 1024w, https:\/\/adskill.com\/wp-content\/uploads\/2023\/05\/promoting_edtech_en-768x512.png 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/a><\/figure><\/div><\/div>\n\n<div class=\"wp-block-group content__article\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\"><h2 class=\"wp-block-heading content__article-title\" id=\"initial-data\">Initial data<\/h2>\n<ul class=\"wp-block-list content__subarticle-list\"> <li><strong>The client\u00a0<\/strong>\u2013 Large EdTech company that sells online courses.<\/li> <li><strong>Launch geo\u00a0<\/strong>\u2013 Europe, USA.<\/li> <li><strong>The Product\u00a0<\/strong>\u2013 courses in nutrition and cosmetology.<\/li> <li><strong>Target\u00a0<\/strong>\u2013 Russian-speaking female audience in the US and Europe by interests and age.<\/li> <li><strong>Vertical\u00a0<\/strong>\u2013 EdTech. It\u2019s a white vertical, making it easier to moderate and launch.<\/li> <li><strong>Whitehat\u00a0<\/strong>(i.e., white vertical) \u2013 a product, that complies with the site\u2019s policy. These include clothing, household goods, accessories, dietary supplements, and cosmetics (without medicinal properties or promises of a \u201cmiracle effect\u201d).<\/li> <\/ul>\n<p class=\"content__article-text wp-block-paragraph\"><strong>The goals<em>\u00a0to increase lead generation and reduce the cost per lead.<\/em><\/strong><\/p>\n<p class=\"content__article-text wp-block-paragraph\">The company operates internationally, and the promotion geography is extensive. We were tasked with promoting it in the US and European countries.<\/p>\n<p class=\"content__article-text wp-block-paragraph\">It was important for the client that the campaign runs continuously, without blocking, and it was also necessary to use the entire planned budget.<\/p>\n<p class=\"content__article-text wp-block-paragraph\"><strong>What the client came to us with:<\/strong><\/p>\n<ul class=\"wp-block-list content__subarticle-list\"> <li>The placement was chosen only Instagram, in the feed, and in stories.<\/li> <li>The client had experience with advertising on Facebook but needed help scaling the campaign and paying for the services.<\/li> <li>The client must spend a relatively large budget, 3000-7000 \u20ac per week, from one advertising account.<\/li> <\/ul><\/div><\/div>\n\n<div class=\"wp-block-group content__article\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\"><h2 class=\"wp-block-heading content__article-title\" id=\"strategy-and-implementation\">Strategy and implementation<\/h2>\n<p class=\"content__article-text wp-block-paragraph\">As we wrote above, advertising was launched on Instagram for selected GEOs. Our entire support team, official site representatives, and the client are involved in setting up an advertising campaign to achieve maximum results.<\/p>\n<p class=\"content__article-text wp-block-paragraph\"><strong>The first stage is a detailed study of the media plan.<\/strong><\/p>\n<p class=\"content__article-text wp-block-paragraph\">This stage always includes immersion in the client\u2019s product and business, strategy development, and audience segmentation. This approach guarantees good results for the advertising campaign in the end.<\/p>\n<p class=\"content__article-text wp-block-paragraph\"><strong>The second stage is the approval and verification of creatives and landing pages and preparation for the launch.<\/strong><\/p>\n<p class=\"content__article-text wp-block-paragraph\">First of all, we carried out pre-moderation and checked the creatives and all promotional materials that the client comes with.<\/p>\n<p class=\"content__article-text wp-block-paragraph\">Then we proposed to make some changes to the marketing materials to comply the rules of the chosen platform, and the client made test runs of the creos we have corrected.<\/p>\n<p class=\"content__article-text wp-block-paragraph\"><em>In this case, the client\u2019s creatives contained the following wording:<\/em><strong>\u00a0\u201cDo you like it?\u201d\u00a0<\/strong>and<strong>\u00a0\u201cWould you like it?\u201d.\u00a0<\/strong>A creative with such text would not pass moderation, as it broadcasts an assumption about the user\u2019s state (the site\u2019s rules prohibit the wording).<\/p>\n<p class=\"content__article-text wp-block-paragraph\">We changed the text and added questions starting with\u00a0<strong>\u201cHow?\u201d, \u201cHow is it possible?\u201d\u00a0<\/strong>and<strong>\u00a0\u201cFor those who want?\u201d.\u00a0<\/strong>This wording passes the moderation of the site without any problems.<\/p>\n<p class=\"content__article-text wp-block-paragraph\">Also, the client\u2019s creatives initially used celebrity photos, violating copyright and platform policies. To prevent the creatives from being rejected, we changed the content to include appropriate images of models.<\/p>\n<p class=\"content__article-text wp-block-paragraph\">Another platform trigger we eliminated from client creatives was promises of quick earnings. We bypassed such formulations and focused on a healthy lifestyle in general.<\/p><\/div><\/div>\n\n\n<div class=\"wp-block-adskill-article-quote\">\n\t\n\t<div class=\"content__quote\">\n\t\t\n\t\t\t\t\t<p class=\"content__quote-text wp-block-paragraph\"><strong><em>Facebook can quickly ban any ad that promises unrealistic results or misrepresents facts.<\/em><\/strong><\/p> \t\t\n\t\t\t<\/div>\n<\/div>\n\n\n<div class=\"wp-block-group content__article\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\"><p class=\"content__article-text wp-block-paragraph\"><strong>We used a static creative banner for tests to reach the broadest possible audience. We tested different hypotheses for creatives on all GEOs. At the heart of our concept:<\/strong><\/p>\n<ul class=\"wp-block-list content__subarticle-list\"> <li>Tasty and healthy food, as well as an offer to become a nutritionist and get a diploma<\/li> <li>A happy and slim girl with a picture of healthy food (salads, avocado, salmon), as well as an offer to become a nutritionist and get a diploma<\/li> <\/ul>\n<p class=\"content__article-text wp-block-paragraph\">So we confirmed the hypothesis that showing a beautiful picture of all creatives and giving information about the timing and quality of training is necessary.<\/p>\n<p class=\"content__article-text wp-block-paragraph\">We decided to use the creative with a small amount of text, which we designed in large print. The main focus is on the image of smiling people. They convey positive emotions and make potential customers feel connected to the company. We also added a company logo to identify the brand.<\/p>\n<p class=\"content__article-text wp-block-paragraph\"><em>The most effective format in all locations where we campaigned was static images: 9:16 and 1:1. This format was used as the basis for promotion.<\/em><\/p>\n<p class=\"content__article-text wp-block-paragraph\"><strong>We received the highest CTR when placing creatives in Instagram stories:<\/strong><\/p>\n<ul class=\"wp-block-list content__subarticle-list\"> <li>CTR \u2013 0.28%<\/li> <li>CPC \u2013 1.62\u20ac<\/li> <\/ul>\n<p class=\"content__article-text wp-block-paragraph\">This is an excellent indicator for EdTech, signifying a high level of audience engagement.<\/p>\n<p class=\"content__article-text wp-block-paragraph\"><strong>When launching the campaign, we worked with both warm and cold audiences. Types of audiences that we have involved:<\/strong><\/p>\n<ul class=\"wp-block-list content__subarticle-list\"> <li><strong>Look-alike<em>\u00a0<\/em><\/strong>(for previous course registrations)<\/li> <li><strong>By interest.<em>\u00a0<\/em><\/strong>We targeted a female audience by specific interests and intersections, for example, healthy lifestyle, cosmetics, distance learning, adult education, organic products, healthy habits, and retargeting users who spend a lot of time on the site but still need to register.<\/li> <\/ul>\n<p class=\"content__article-text wp-block-paragraph\">Advertising campaigns were built according to a single model. The versions of creatives were almost the same for all countries. The main goal of the campaign was registration for courses.<\/p>\n<p class=\"content__article-text wp-block-paragraph\"><strong>The third stage is the support and launch of advertising campaigns.<\/strong><\/p>\n<p class=\"content__article-text wp-block-paragraph\">One of the main advantages of working with adskill is access to agency advertising accounts. Our pre-moderation helped to avoid blocking the campaign. The client didn\u2019t waste his time unbanning the ads and didn\u2019t risk the balance. We provided the client with an advertising account with no daily spending limit, so it was possible to simultaneously spend large sums on it. This was entirely in line with our client\u2019s goals.<\/p><\/div><\/div>\n\n<div class=\"wp-block-group content__article\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\"><h2 class=\"wp-block-heading content__article-title\" id=\"results\">Results<\/h2>\n<ul class=\"wp-block-list content__subarticle-list\"> <li>In March,\u00a0<strong>more than 20 thousand euros<\/strong>\u00a0were spent, and the number of leads was\u00a0<strong>429<\/strong>. The price per lead\u00a0<strong>was 48 euros.<\/strong>\u00a0This is an excellent result since the courses last six months, a diploma is issued, and the final cost of the methods is much higher than the average.<\/li> <\/ul>\n<p class=\"content__article-text wp-block-paragraph\">\u00a0<\/p>\n<ul class=\"wp-block-list content__subarticle-list\"> <li>Based on the results of our pre-moderation, all materials were adapted to the site\u2019s rules.<\/li> <\/ul>\n<p class=\"content__article-text wp-block-paragraph\">\u00a0<\/p>\n<ul class=\"wp-block-list content__subarticle-list\"> <li>Among advertising creatives, static images with a small amount of text and a bright picture performed best.<\/li> <\/ul>\n<p class=\"content__article-text wp-block-paragraph\">\u00a0<\/p>\n<ul class=\"wp-block-list content__subarticle-list\"> <li><strong>Almost 1.3 million<\/strong>\u00a0unique users were reached during the campaigns.<\/li> <\/ul><\/div><\/div>\n\n<div class=\"wp-block-group content__article\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\"><h2 class=\"wp-block-heading content__article-title\" id=\"to-conclude\">To conclude<\/h2>\n<p class=\"content__article-text wp-block-paragraph\">An efficient structure for the advertising campaign was developed during this test period, and advertising creatives and user audiences were tested. Data was collected for analysis and further scaling and optimization of advertising campaigns.<\/p>\n<p class=\"content__article-text wp-block-paragraph\">We invite you to subscribe to our telegram channel, adskill Academia, where we regularly share news, helpful information, and collections from advertising and digital (as well as webinars and other educational materials that will help bring your professional skills to a new level).<\/p><\/div><\/div>","protected":false},"excerpt":{"rendered":"<p>On the agenda: an EdTech giant with a \u20ac20,000 Facebook ad budget for a trial month. We share insights and results.<\/p>\n","protected":false},"author":2,"featured_media":3247,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[20],"tags":[28],"class_list":["post-2577","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles","tag-case-study"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How We Promoted Online Courses &#8212; adskill<\/title>\n<meta name=\"description\" content=\"On the agenda: an EdTech giant with a \u20ac20,000 Facebook ad budget for a trial month. 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