Promotion of a psychology webinar: targeted advertising on TikTok Ads. ROAS 464.75% in 1.5 months

Targeted advertising

The client is a psychologist who is the author of the webinar "How to become a psychologist from scratch". This course, which lasts 10 months, allows the participant to fully master the profession of a psychologist and receive a certificate. The cost of the course starts at $1200.

$707,05

advertising budget

4 379

clicks

2 036

site visits

421

webinar registrations

$1,67

average price per registration

464,75%

ROAS

365,45%

ROMI

Details

GEO

Kazakhstan

Target audience

Women who are interested in psychology, aged 24 to 54 years old

Niche

Psychology

We have worked with the client before on YouTube, helping him promote his psychology school. You can learn more in this case study.

The main goal was to test a new source of traffic to get registrations for the webinar. We decided to use the TikTok platform to achieve these goals, given that about 25% of the users of this platform are aged 24 to 30. It’s also worth noting that the topic of psychology is very popular on TikTok, which allows us to create a flexible scenario and attract potential customers.

Tasks of the psychology project

Traffic: to the site – registration for the webinar
Traffic source: TikTok ads
Conversion price for webinar: up to $4
Duration of work: 1.5 months

Target audience

Gender: Female
Age group: 25-34, 35-44, 45-54
Interests and behavior: Interest in psychology
Intention to make a purchase: Intention to make a purchase

Work progress

Strategy definition

Taking into account the client's target audience, we developed an action plan and started working on an advertising strategy on TikTok. We took into account that among TikTok users a significant share is the segment of people aged between 24 and 30, which makes this platform an optimal choice for our client.

Audience Analysis

The TikTok audience responds positively to such content (psychology is a trending topic on TikTok), which makes it an ideal segment for our client. We analyzed popular videos (style, presentation, features) and started developing native creatives for the site.

Creative development

We created more than 24 scripts for the videos with different hooks to customize them for different target groups and ensure maximum promotion efficiency. After that, our client provided us with a trial version and we made some edits to make the creative materials more relevant to the target audience.

Setting up an advertising campaign

Conducted several test ad campaigns, including different targeting settings - from broad to narrower. Conducted A/B testing of various creative options to determine the most effective ones.

Monitoring and optimization

Continuously tracked campaign metrics, including spend, impressions, clicks and registrations. Made changes to the advertising strategy, optimized creatives and targeting to further scale the campaign.

Analyzing the results

At the end of the test period, the data was analyzed.

Expert comment

The project process consisted of two stages: a test period and analysis of the results for May.

Strategy for promoting a webinar on TikTok

TikTok differs from other social networks in that the price of registration is much lower. However, it’s worth noting that this platform has some peculiarities, in particular, a short “life” of creatives, which is 5-7 days on average. More than 15 creatives can burn out during a month of testing, as creative materials are quickly exhausted on this platform. So we used a simple formula to calculate the number of creatives: Number of segments x Number of needs x 2.

In particular, banners are not suitable for TikTok, so we constantly created new videos to maintain positive promotion results. For one segment of the target audience, it was necessary to have at least 1-2 videos and 1-2 editing options for each need. That is, at least one video and three editing options for one segment.

We take into account the fact that shooting and editing more than 20 promotional videos is a rather long and expensive process. Therefore, we offer our clients to use a methodology that helps to get out of this problem. To ensure the right number of videos, we write a script with 6 different beginnings, 2 middles, and 2 endings. When they are combined with each other, we get 24 videos at the output.

This approach has proven to be effective in supporting KPIs and achieving a high return on marketing investment (ROMI). By continuously updating our creatives, we can maintain user engagement and achieve successful results.

Psychology webinar promotion results

Key results

$707,05

advertising budget

4 379

clicks

2 036

site visits

421

webinar registrations

$1,67

average price per registration

464,75%

ROAS

365,45%

ROMI

Stage 1: Results during the trial period
From April 13 to April 30, 2023, $707.05 was spent on the TikTok advertising campaign. The following results were obtained:

Clicks: 4379
Посещения сайта: 2036
Webinar registrations: 421
Average price per registration: $1.67
Number of sales after the webinar: 3
Sales: $3 286
ROAS: 464,75%
ROMI: 365,45%

Stage 2: Results during May
During the period from 05/23 to 05/31/23, the advertising campaign on TikTok was continued. We took into account the data received from the test period and made adjustments to the strategy, creative and targeting.

From May 23 to May 31, 2023, $514.21 was spent on advertising.
Clicks: 2862
Webinar registrations: 151
Average price per registration: $3.41
Number of sales after the webinar: 3
Sales: $2997
ROAS: 582,83%
ROMI: 483,1%

Data from the account

Conclusions

Based on the results obtained, we recommend the following:

Continue working with Kazakhstan and gradually expand the geography of the advertising campaign to other countries with a Russian-speaking audience.
Use creatives that have shown the best registration results.
Consider that it may take more time to achieve sales, since the average sales cycle is 10 days.

This case demonstrates a successful advertising campaign on TikTok to attract participants to the webinar “How to become a psychologist from scratch” in Kazakhstan. Applying the right promotion strategy, analyzing the results and making appropriate adjustments helped to achieve success in this project.

Want to promote your services on TikTok? Contact 4Limes! Leave a request, and our specialist will contact you shortly for a consultation.

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Promotion of a psychology webinar: targeted advertising on TikTok Ads. ROAS 464.75% in 1.5 months

Details

Tasks of the psychology project

Target audience

Work progress

Strategy definition

Audience Analysis

Creative development

Setting up an advertising campaign

Monitoring and optimization

Analyzing the results

Expert comment

Strategy for promoting a webinar on TikTok

Psychology webinar promotion results

Key results

Conclusions

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