Promoting an Auto-Webinar for a School of Remote Professions Using YouTube

PPC Campaign Management Services

Our digital agency was approached by a client (we won't name them due to the non-disclosure agreement) with a request to drive traffic to register for a free auto-webinar dedicated to teaching modern remote professions.

$1,613.97

advertising campaign budget

662,626

impressions of the advertising campaign

11,001

clicks

2,464

conversions

$0.66

cost per conversion

Details

GEO

CIS

Target audience

People looking for remote work, students and young professionals, people who want to change their profession

Niche

Online school of remote professions

Demand for this product began to grow during the pandemic, as many people did not realize the benefits of both online education and working from home until they faced the lockdown.

The client had previously promoted his marathon on other platforms, but soon decided to test a new source and start driving traffic from YouTube.

The task

Client: a school of remote professions
Product: free auto-webinar with a closing offer to purchase an already paid course
Objective: Test run – 2000 conversions with a price under $1
Source of traffic: YouTube

Work progress

Market and target audience analysis

Our task was to collect 2,000 conversions at a price of up to $1 to register for a free auto-webinar dedicated to teaching modern remote professions. Before starting the advertising campaign, we analyzed the niche of online education and remote professions in the CIS countries. Together with the client, we filled out a brief to more accurately define the target audience. This allowed us to better understand which segments to target when setting up advertising.

Preparation of advertising materials

We wrote three scripts for commercials for lead generation by audience segments, providing recommendations to the client on how to present information and edit. Additionally, we developed scripts for two videos that were used in remarketing campaigns. The client shot the videos based on the recommendations provided, which allowed us to create relevant creatives for the campaigns.

Set up analytics and launch an advertising campaign

Before launching the campaign, we set up in-depth analytics to track all key metrics and evaluate the effectiveness of the ads. This made it possible to train Google's neural network based on audience behavior data, which helped to more accurately target those who were more likely to make a purchase after the webinar. The advertising format chosen for lead generation was TrueView for Action.

Managing and optimizing an advertising campaign

During the campaign, we adjusted bids, removed ineffective ads and audiences. This helped optimize the campaign and reduce the cost per conversion, increasing the number of registrations.

Working on a project for a school of remote professions

We had to launch a test advertising campaign that would last for a month and drive traffic to a special bot to take the auto-webinar itself, with a conversion to a paid course.

However, before launching the advertising campaign, we needed to develop the promotion strategy and correctly create a portrait of the target audience. To do this, our specialists analyzed the competition in this niche in the CIS and filled out the necessary brief together with the client to determine who should be targeted.

Separately, we wrote three scripts for commercials to generate leads for three audience segments and gave the client recommendations on how to present information and edit the video. We also provided materials for shooting two videos for remarketing.

After receiving all the footage from the client, we launched a test campaign on YouTube, having previously set up deep analytics to further train the neural network to interact with the audience that is immediately ready to buy.

The company chose TrueView for Action as the main format for lead generation.

Results of the auto-webinar promotion

Key results

$1,613.97

advertising campaign budget

662,626

impressions of the advertising campaign

11,001

clicks

2,464

conversions

$0.66

cost per conversion

As a result of the project implementation for the period from 04.07. to 11.08. We received the following results:

Budget used: 119,722.67 rubles / $1,613.97
Clicks: 11,001
Conversions: 2,464
Cost of conversions: 48.59 rubles / $0.66

Overview of the advertising office:

Conclusions

There are two fundamental differences in launching an advertising campaign on YouTube:

– “Launch” – when we need to gather the maximum audience on the required date;
– “Auto-webinar promotion” – when advertising lasts for a whole month, and we have the opportunity to systematically train the neural network for audiences that not only register for the webinar, but also buy a full course after the auto-webinar. In this case, the client does not have to worry about the price of registration.

Therefore, we always recommend doing the following when promoting webinars and marathons:

Set up in-depth analytics
Make a test run of an advertising campaign
Understand which audiences buy best
Convert a marathon or webinar into an auto-webinar or auto-marathon format
Scale advertising to audiences that bring a return of 300% or more, which is a standard requirement for any online educational project

In our case, the client was satisfied with the team’s work because we were able to achieve the results set at the beginning of the cooperation – a large reach at a low price.

Interested in promoting yourself by launching an advertising campaign on YouTube? Leave a request, and our specialist will advise you in detail.

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