Attracting an audience to a free mini-course at an IT school: 23 063 registrations for the course for $0.80. ROAS 404%

Work on attracting an audience to a free mini-course at an IT school

Creating a script

One of the first elements of our strategy was to develop creative and meaningful scripts for the YouTube commercials. We focused on emphasizing the benefits of free training, the practical experience that can be gained during the course, and potential career prospects in the IT field.

As part of our advertising campaign to promote the free trial tester course, we developed and used various creatives aimed at the specific needs and doubts of potential students:

• Creative for those who doubt their abilities: Our first creative was aimed at people who are interested in a career in testing but doubt their abilities. In this advertising message, we focused on the accessibility and simplicity of the course for beginners, emphasizing that you can start without any prior knowledge and skills.
• The creative is for self-study beginners: The second creative was aimed at those who are interested in learning about testing on their own, but don’t know where to start. We emphasized that our free trial course offers a structured approach and a clear guide to the first steps in the testing industry.
• Creative for those who doubt the prospects of a career in testing: The third creative was aimed at eliminating doubts about the prospects of a career in testing. We emphasized that testers play a key role in software development and are in stable demand in the labor market.

Testing different approaches

An important part of the process was testing different variants of the commercials. We used A/B testing to determine which messages and visuals resonated best with our target audience. By analyzing views, engagement, and conversions, we were able to optimize our strategy in real time.

Finding the best wording and audiences

Our work was based on identifying the most effective audience segments. We carefully analyzed the results and interaction of users with the landing page to better understand their needs and interests.

Scaling up

Expansion into Kazakhstan was a key aspect of our strategy. We adapted our promotional materials for this market, including language localization and cultural sensitivity. Establishing partnerships with local IT companies and educational institutions helped us to increase the reputation of the course and provide additional opportunities for our students.