Advertising on TikTok for a programming school – offline training

Promotion in TikTok

More and more often, TikTok is attracting business interest as a tool for attracting paid traffic. After all, this network is developing quite dynamically, and the advertising algorithm makes it possible to get real results. In this case study, we will tell you about our experience of launching advertising on TikTok.

$1 345

advertising budget

1 300

number of registrations

$1,03

the price of registration

Details

GEO

Kazakhstan

Target audience

women and men

Niche

Онлайн-школа программирования программирования

Our client was an offline programming school that specializes in teaching children and teenagers. This client signed an NDA with us, so we’ll leave out the name of the school. The project is interesting in terms of product and audience for interaction. The school offers a wide range of courses for all ages in programming, game development, and design.

But even such a product receives objections that the sales department constantly faced – will the classes be interesting and effective? To work through this pain and attract more leads, we planned to launch trial classes, which we started promoting on TikTok.

Task

Client: offline programming school
Goal: registration for a trial lesson
KPI: 800 registrations up to $1.60
Advertising format: on the landing page

Work progress

Analysis and preparation

Analyzed the client's target audience. Created a promotion strategy on the TikTok platform. Analyzed competitors in the niche.

Developing and coordinating creatives

Developed scripts for advertising creatives. Gave feedback and corrections on the videos created by the client. The client shot 10 variants of creatives according to our terms of reference.

Setting up and launching advertising campaigns

Customized the TikTok pixel on the school website. Selected campaign goals and playsets. Created audiences and selected interests. Launched a test ad campaign with conversion event optimization.

Advertising campaigns and optimization

Turned off ineffective audiences and ads based on the results of the test campaign. Adjusted bids and ran advertising campaigns. Provided the client with regular reporting.

Stages of work on a project for a programming school

The process of setting up and launching a campaign. Audiences.

Before the launch, we set up and installed a TikTok pixel on the school’s website. For advertising purposes, we immediately chose conversion event optimization. For the conversion rule, we set the user to visit the thank you page after registering for a trial lesson. To launch the ad, we added +30% of the ad budget to the recommended rate to get the campaign going, and this rate was not changed later.

Advertising creatives

Creativity is one of the most important communication tools. That’s why when we create a video, we write down scenarios and ideas that the client can use to make a video. We take into account the rules of time, attention grabbing, narrative tone, and marketing hooks that make the creative as convertible as possible. Literally a few words can change the conversion rate at times 😉

According to our terms of reference, the client shot 10 variants of creatives, as it was planned to promote each area separately. We received the best response from the nostalgia theme, which shows the difference between childhoods of different generations. The main message was aimed at parents who dreamed of learning how to create games in their childhood.

Also, videos showing children using TikTok’s trending video formats to show their work in a graphic editor received a good response.

Results of advertising on TikTok

Key results

$1 345

advertising budget

1 300

number of registrations

$1,03

the price of registration

Here are the results of our test advertising campaign on TikTok:

Advertising budget: $1 345
Number of registrations: 1 300
The price of registration: $1,03

Before launching the advertisement, the client shared the price for registration on Facebook and Instagram – $2.5-3.50. The client was satisfied with the launched ad, as the bid price was half the price of other traffic sources.

This result was achieved by monitoring the situation by interests, as well as the effectiveness of creatives. Due to the peculiarities of TikTok’s advertising algorithms, it is possible to get a report with a “breakdown” of leads by interest or behavior. For example, you can see how many conversions came from a particular interest/behavior. So far, the functionality does not work very well, but in the future it should be a good tool for insights.

Our experts will be happy to assist you in running targeted advertising on a turnkey basis. Leave a request and our specialist will advise you in detail.

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