Promotion of an online numerology school: 374% payback. Case study of advertising on YouTube

Promotion strategy for an online numerology school using YouTube ads

For the project, we used YouTube ads, which show good results for such purposes. But you need to be careful with the niches of astrology, numerology, fortune telling, and tarot. Google is skeptical of these areas, which leads to the blocking of the Ad Cabinet. Our solution. We offered the client to use our high-trust advertising account, as we are the official marketing partner of Google. This strategic step allowed us to secure the client’s account.

It was also proposed to develop a chatbot funnel for the course, namely: the user gets into the chatbot after advertising, receives 3 useful lessons, and then can purchase the full course. Such a funnel helps to warm up the user, as well as to push for a sale at any time. Even if the User does not buy, he will go to the content funnel, where 3-4 times a week, news will come on the publication of new videos of the author. We recommended contractors for this task.

The choice of YouTube was not a random decision based on experience and successful past cases. We created an integration between Google Analytics and the SendPulse chatbot platform. This synergy allowed us to optimize ads for an additional target event of “falling into the bot”. This differs from the standard strategy of only pressing a button on a mini-landing (as most specialists set it up), as it can lead to the loss of 20-40% of potential bot subscribers. Our solution allowed us to get a deeper insight into conversions, as it takes into account data not only on the mini-landing page but also in the bot.

Implementation of online school promotion

To achieve our goals, we took the following steps:

• Creating scripts for videos

For the client, we wrote 3 scripts for a cold audience and 2 scripts for remarketing. For the scenarios, we used messages for three audience segments:

1. those who already know something and analyze fate matrices for their friends
2. those who want to learn how to understand the fate matrix
3. those who want to start earning money by consulting on the fate matrix

In this way, we reach a wide audience of those who can be potential buyers of our course.

• Setting the terms of reference for the creation of LGT and checking the funnel in the chatbot

The creation of a mini LGT landing page requires a careful approach in terms of technical optimization, analytics, and advertising content. The conversion rate of users to the chatbot depends on this page. It is also important to test the chatbot funnel before launching:

1. test on different devices
2. test of all buttons
3. launching a chatbot
4. checking analytics
5. checking the correctness of data transmission
6. timeliness of sending notifications

• Launching a video to test a hypothesis:

Some of the test campaigns faced the problem of ads being banned for misrepresentation. Therefore, in the third campaign after the test period, we changed our approach, focusing on placing detailed information about the analysis of the fate matrix in our advertising materials.

We conducted testing to determine which elements attracted the most attention from our audience. Based on the results, we disabled groups and audiences that did not bring the desired results, thereby saving the advertising budget. We also disabled some ad serving devices that were not effective. In addition, we optimized audience groups to provide more accurate targeting.

• Sales funnel analysis and optimization

We identified weaknesses in the sales funnel and made the necessary recommendations to improve efficiency. After that, we analyzed the results of the advertising campaigns and made changes to improve efficiency. And then we expanded the successful campaigns to attract more audience.