Promoting a webinar on Facebook: QA testing courses in the USA

Developing an SMM strategy

Our company was contacted by a client who was promoting a programming school in the US market. We have signed an NDA with the client, so we will not disclose the names and the name of the channel.

2 693,32 $

advertising budget

948

perfect conversions

2,84 $

conversion cost

Details

GEO

USA, Chicago

Target audience

Men and women, 25-38 years old, who are interested in programming

Nisha

Online Programming School

Our client decided to start promotion with a course on QA testing. As this is one of the most popular areas. Due to the low entry threshold and potentially good income, QA attracts most of those who want to move into the IT field.

Project audience

Since the school has additional funding, tuition prices are quite affordable. Therefore, it is easy to base the offer on a proposal to acquire a new profession, regardless of age and income level.

The client also identified the main segments of the target audience:

professionals who want to retrain;
former employees (retired military);
people with disabilities.

Tasks

Client: QA Testing courses
Service: webinar on introducing a tester to the work
Location: USA, Chicago
Goal: more than 900 registrations
Traffic: Facebook
Conversion price: up to $5
Duration: 1 month
Target audience: men and women, 25–38 years old

Work progress

Online Programming School

Identified the main segments of the target audience: professionals wishing to retrain; former military personnel; people with disabilities. Developed a unique selling proposition (USP) emphasizing the availability of a new profession regardless of age and income level.

Audience testing

Compiled a list of more than 50 different audiences to test, including combinations of targeting by interest, demographics and similar audiences. Tested each audience individually for six weeks using the best ad creatives. Analyzed the results to identify the audiences that had the best conversion rates according to key performance indicators (KPIs).

Scaling the advertising campaign

After successful testing of audiences, moved on to scaling them, increasing the daily budget for the most effective segments. Created new interest and targeting lists based on data from testing. Concentrated on large clusters of related interests, reaching millions of people in the target audience.

Launch and optimization of the advertising campaign:

Launched basic advertising campaigns with three videos and an additional remarketing video. Constantly monitored and optimized campaigns based on the data received, adding new creatives and adjusting targeting.

Implementation of the webinar promotion project

Audience testing

The main task of advertising is to deliver the right message to the right person at the right time.

Therefore, finding the right person (i.e., the target audience) is one of the main steps in setting up and scaling an advertising campaign. It is not an easy process. To find the right audience, you need to test dozens of combinations of targeting settings. But it is after testing that advertising brings the best results.

We started testing with a list of more than 50 different audiences. These were different combinations of targeting settings based on interests, demographics, and similar audiences. All these settings were selected using data and audience analysis tools.

We tested each audience individually for six weeks. We used the best ads. The goal of the test was to find an audience that would convert according to key performance indicators (KPIs).

Scaling

As a result of the first tests, we found a combination of settings that produced results in accordance with the KPIs. The next step was to scale audiences and daily budgets.

After three weeks, we selected the audiences with the best conversion rates. We extracted data from them and ran it through the Facebook audience analysis tool. And then we created a new list of interests and targeting.

In fact, most of our test audiences did not pass our test and did not reach the KPI.

But by running the tests again and again, we were able to create large clusters of related interests. This gave us a target audience of millions of people.

Creatives

We managed to test various advertising formats. But the most effective was the use of videos that conveyed the value of the webinar.

We created 3 videos and 9 creatives.

What is important in video advertising?

grab the viewer’s attention in the first 3 seconds;
provide quick benefits to users who continue watching;
use the USP, convey value (for example, for a webinar, this is either educational content or motivation);
add a call to action.

Using videos with this structure for advertising shows good results for webinar promotion.

Results of promoting QA testing courses

Key results

2 693,32 $

advertising budget

948

perfect conversions

2,84 $

conversion cost

We started the launch with three main videos and 1 remarketing video, where we used several types of advertising calls. We also used additional creatives for different segments. The main goal was to get registration for a free webinar.

Here are the results we got:
Reporting period: 01.10–15.12
Budget used: $2 693.32
Perfect conversions: 948
Cost per conversion: $2.84

Conclusions

In this project, it is important to take into account the strength of the brand, website conversion, and the work of the sales team. Also, the charisma and accessibility of explaining the material to users.

Given the specifics of the webinar, as well as the problems on the part of the advertising office, we managed to attract the target audience to the webinar. To get the best possible result, you can’t use a template approach to a project. Therefore, we work with each client according to an individual promotion strategy.

After the webinar, about 32% of participants registered for the trial period. The sales department was also used to reach the rest of the users.

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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Promoting a webinar on Facebook: QA testing courses in the USA

Details

Project audience

Tasks

Work progress

Online Programming School

Audience testing

Scaling the advertising campaign

Launch and optimization of the advertising campaign:

Implementation of the webinar promotion project

Audience testing

Scaling

Creatives

Results of promoting QA testing courses

Key results

Conclusions

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