Promotion of tarot card reading courses: Record ROAS amounted to 1220.49%

Funnel (evergreen)

To achieve the client’s goals, we have implemented an effective sales funnel that consists of the following stages:

1. Users see an ad and go to the landing page.
2. They receive a link to a free course of 7 lessons. In the chatbot, users receive 7 small lessons that can be completed in a day or a week, after which they are offered a large course.
3. After the course, a link to a sales video is sent.
4. Users who become leads receive a link to a page with a training program for a paid course.

Sales Department

At the beginning of our cooperation with us, the client did not have a sales department, so the payback for all advertising activities rarely rose above 170-200%. It is important to understand that any advertising primarily brings you a potential audience. The funnel helps to segment and warm up the audience. Your free info product leads the audience to purchase, but the number of people who are ready to buy right away is small.

Therefore, in online education, your project must have a sales department. One of the conditions for starting our work was to recommend to the client to contact colleagues who help build an outsourced sales department for online schools. This showed significant positive results at the stage of our cooperation: the payback became higher not only due to improved traffic, but also due to the fact that the sales department began to pressure customers to buy.

Facebook advertising campaign by month

October (test run)

• Wrote a script for shooting new videos for lead generation – used different approaches in terms of formats and hooks to attract viewers’ attention.
• Created a technical task for the editor to make the videos dynamic and interesting for users.
• Set up advertising campaigns with edits to continue lead generation.
• The advertising budget was also redistributed by 50% between Ukraine and Europe, which made it possible to avoid audience burnout in Ukraine and get more applications and payback.

Big launch – after the test run:

• The most effective was the ad that emphasized the importance of offers and atmosphere in creatives that focus on the audience’s pain points and offer solutions.
• Simplified the funnel by reducing the number of its stages so that users needed to perform fewer actions within it, which increased its effectiveness.

November

• The campaign was put on stream, without significant changes in advertising settings. The only thing that changed was active ads, which changed cyclically depending on their indicators.
• After redistributing the budget between GEOs 50/50, the number of leads in Ukraine increased by 59.73%, while the cost of leads remained unchanged.

January

• The campaign remained on stream with a cyclical change of active ads depending on indicators. This provided a stable result without the need to make technical changes.

March

• Advertising remained on stream. Due to the increase in the cost of results at the end of February, it was decided to update advertising videos, which reduced the cost of a lead from the first seconds of their addition.
• Part of the budget was transferred to April for more efficient use. In quantitative terms, we received figures close to the previous month, so advertising efficiency did not decrease.

April

• Comparing April to March, average advertising performance remained stable, with clicks and conversions increasing.
• Record ROAS was 1220.49%.
• However, April was the first month in half a year with a negative ROMI (-0.84%). Sales conversion decreased from 1.99% in March to 0.79% in April.
• Previous landing pages were returned, which improved the payback. The budget was redistributed in favor of Ukraine in the proportion of 70-80% to Ukraine and 20-30% to Europe.