Promotion of Psychology Courses Through Search Engine Advertising: ROMI 298.01% in 3 Months

PPC Campaign Management Services

Our client is the owner of a psychology school and an expert in family psychology (family relationships, parenting, etc.). They help clients interested in developing psychology skills and solving personal and family problems.

$4.875

advertising campaign budget

119.511

impressions of the advertising campaign

8.890

clicks

$0,62

average cost per click

441

conversions

$10.119

money raised

280%

ROAS

Details

GEO

EU, Georgia

Target audience

Women, 27-40 years old, who are interested in self-development, family psychology and training in this field

Niche

Online school of psychology

The client has a product matrix that consists of:

Mini-course from $250
Basic course from $1000
Consultations

The client had previously driven traffic to these products through Facebook ads. Since the product is in demand, the client came to us with a request to launch search advertising. After analyzing keywords and products, we proposed a search advertising strategy.

Tasks

Our task was to test and launch search advertising campaigns to increase the number of registrations for psychology courses.

Client: a school of psychology through a personal brand
Traffic: Google Ads
Conversion price: up to $6
Advertising payback: >200%
Duration of work: 3 months

Work progress

Product and audience analysis

We started by analyzing the product - psychology courses - and the target audience, which consists of women aged 27-40 who are interested in family psychology, self-development, and learning. At the same time, we analyzed competitors and the market to optimize advertising strategies. We also paid attention to the development of the semantic core and the adjustment of offers to make the ads as relevant as possible to the needs of the target audience.

Launching search campaigns

Based on the collected semantic core, we developed and launched search campaigns aimed at attracting the target audience. At this stage, we launched an audience test to determine which audiences responded most effectively to the ads. We actively optimized the ads, made changes to the texts and keywords.

Working with negative words and optimizing betting strategies

We regularly analyzed ad impressions and added negative keywords to exclude queries that did not convert. Adding negative keywords helped us reduce the cost of ineffective clicks. At the same time, we tested different bidding strategies to optimize the cost per conversion and increase the effectiveness of campaigns.

Cost optimization and budget management

We monitored the allocation of the advertising budget, adapted bids, and allocated resources between campaigns based on their effectiveness. This helped to maximize the return on budget and increase the number of conversions, while reducing the cost of each conversion.

Expanding geotargeting

We expanded the geographical coverage of our advertising to new regions, such as Georgia and EU countries. This helped us attract a new audience and increase the number of course registrations. Geo-targeting and data analysis allowed us to adjust our ad serving strategies depending on the region.

Optimization of retargeting

We set up retargeting campaigns that allowed us to attract returning users who had already shown interest in the courses. This allowed us to increase the chances of conversion among those who had previously visited the site but did not complete the registration.

Audience testing and semantics correction

We continued to test different audiences and adjust the semantic core of our campaigns to increase the relevance of our ad impressions. This helped us to identify the most effective audiences and keywords, which contributed to the growth in the number of conversions.

Work on the project of the School of Psychology

Period of work: 01.03. – 31.03.23

Creation of an advertising launch strategy: this stage includes compiling a semantic core, developing offers, setting up site analytics, checking the advertising account, and making recommendations for improving the site. We also initially discuss the promotion strategy and the required budget
Launching search campaigns: conducting thorough keyword research and developing advertising campaigns aimed at maximizing the attention of the target audience
Launching audience testing: testing different audiences to determine which ones respond best to psychology course ads. Analyze the data to select effective audiences for future campaigns
Semantics correction: optimization of keywords and ad wording to meet the needs of the target audience. Making changes to the semantic core to increase the relevance of ad impressions
Working with the list of negative keywords: analyzing impressions and excluding incompatible keywords and phrases that do not lead to the desired conversion. Correct the list of negative keywords to improve the effectiveness of advertising campaigns
Work with bidding strategies: optimize bidding strategies to achieve optimal results. Test different strategies and adjust bids according to performance indicators
Optimizing campaign costs: analyzing and optimizing the allocation of the advertising budget to maximize efficiency and achieve the best results. Continuously track costs and adjust advertising campaigns
Expanding geographic reach: expanding campaigns to new geographic regions to attract new audiences. Selecting new markets and customizing advertising campaigns to maximize the reach of your target audience

Period of work: 01.04. – 30.04.23

Audience testing and semantics correction: continuing to test different audiences to determine the most effective ones. Analyze the test results and select the best audiences for further promotion
Reconfiguring analytics: updating the settings of analytical tools to obtain more detailed and accurate data on the effectiveness of the advertising campaign. Preparation of reports based on the new indicators and analysis of the results
Completing reports: creating detailed reports on the results of advertising campaigns, including costs, conversions, and other key indicators. Prepare a report for further analysis and planning

Period of work: 01.05. – 31.05.23

Audience testing and semantics correction: continuing to test different audiences to find the best target segments. Analyze test data and select the most effective audiences for further promotion
Optimization of advertising campaign costs: analysis and optimization of advertising budget allocation to achieve maximum efficiency and increase conversions. Making changes to advertising campaigns to ensure optimal budget utilization
Creating a new campaign in Georgia: developing and launching a separate advertising campaign to promote psychology courses in Georgia. Selecting a geographic region and customizing advertising campaigns to succeed in the new market
Expanding geographic reach: continuing to expand campaigns to new geographic regions to attract new audiences. Analyzing the results and making changes to advertising campaigns to maximize the reach of the target audience in different countries

Psychology School: Advertising Account Review

Key results

$4.875

advertising campaign budget

119.511

impressions of the advertising campaign

8.890

clicks

$0,62

average cost per click

441

conversions

$10.119

money raised

280%

ROAS

Period of work 01.03. – 31.03.23

Campaign indicators (EU) for the period of work 01.03. – 31.03.23

Total figures by campaigns
Impressions – 16.820
Clicks – 2.041
Average cost per click – $0,52 / 20,55 UAH
Expenses – $1.074,77 / 41.916,22 UAH
Conversions by CRM – 146
Cost per CRM conversion – $7,36
ROAS – 298,01%,
ROMI – 198,01%.
Sales – 6
Revenue: $3.203

Period of work 01.04. – 30.04.23

Campaign indicators (EU) for the period of work 01.04. – 30.04.23

Total figures by campaigns

Impressions – 37.107
Clicks – 2.211
Average cost per click in dollars – $0,58
Expenses – $1.282,96 / 50.035,42 UAH
Conversions by CRM – 149
Cost per CRM conversion – $8,61
ROAS – 259,40%,
ROMI – 159,40%.
Sales – 4
Revenue: $3.328

Period of work: 05/01 – 05/31/23

Campaign indicators (EU) for the period of work 01.05. – 31.05.23

Final results for search advertising (EU)

Impressions – 17.929
Clicks – 2.173
Average cost per click – $0,56 / 21,81 UAH
Expenses – $1.215,17 / 47.391,85 UAH

Performance of the “30 days retargeting (EU)” campaign for the period of work 01.05.-31.05.23

Campaign indicators (Georgia) for the period of work 01.05 – 31.05.23

Final results for search advertising (Georgia)

Impressions – 394
Clicks – 38
Average cost per click – $0,90 / 34,96 UAH
Costs – $34,07 / 1.328,60 UAH
CTR – 9,64%.

Total indicators for all campaigns for 01.05.2023-31.05.2023

Impressions – 47.261
Clicks – 2.427
Average cost per click – $0,52 / 20,38 UAH
Expenses – $1.268,75 / 49.481,41 UAH
Conversions by CRM – 141
Cost per CRM conversion – $9,00
ROAS – 282,80%.
ROMI – 182,80%.
Sales – 6
Revenue: $3 588

Conclusions

As a result of the work on promoting psychology courses through Google Ads, we have achieved a significant increase in awareness of the courses, attracted more targeted traffic, and increased the number of course registrations. The work helped to improve the effectiveness of the advertising campaign and provided a positive ROI for our client.

We continue to work on optimizing and developing the advertising campaign to further increase its effectiveness and achieve new positive results.

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