Attracting new students to an English language school through YouTube advertising: $3.70 per lead. ROAS 598%

Lead generation on YouTube

An online English language school from Ukraine with a solid track record in teaching faced a challenge: the need to increase the number of students. In the face of growing competition and an ever-changing education market, the school needed to find effective ways to attract new students and increase its brand awareness.

$5 593,99

advertising budget

13 779 203

channel shows

567 978

views on the channel

61 223

clicks

2 890

conversions

$33 500

sales amount

598%

ROAS

Details

GEO

Ukraine and Europe

Target audience

Students and applicants preparing to enter universities, young professionals and specialists, people planning to emigrate or work abroad, people interested in self-development and learning languages for traveling

Nisha

Language school

The task

Client: online English language school
Goal: increase the number of students enrolled in online courses
Traffic: organic YouTube traffic
Planned budget: 120 000 UAH / $3250

Work progress

Preparing for the launch of advertising campaigns

The main goal of the advertising campaign is to attract and interest potential customers so that they leave their contact information and continue interacting with the product.

Optimization and scaling of advertising campaigns

Monitoring the effectiveness of advertising campaigns with subsequent adjustments and scaling to improve ROI.

Budget monitoring

Regularly reviewed and analyzed advertising campaign spending to ensure effective use of the client's budget. Actively adjusted campaign budgets, focusing on the most productive channels and tactics to maximize ROI (return on investment).

Analyzing the results

Analyzed the performance indicators of advertising campaigns, including the number of leads, conversion rates, and cost per lead. We found that the majority of leads were generated by a special offer that offered 50 lessons for 1 hryvnia, indicating that this offer was highly effective.

Testing new hypotheses

Experimented with new video formats (changing angles, colored lighting, focus on the near and middle ground) to identify which approaches best engage audiences. Also monitored audience reactions and analyzed performance metrics for these new formats to determine their impact on engagement and conversion.

Expert comment

YouTube funnel: Advertising → Leave a request to find out the price of the course and get the offered discount

Working on attracting new students to an English language school

Before launching a project, we analyze what the client has: landing pages, social media, the quality of free materials, and experience in launching advertising campaigns. In our case, we encountered a number of problems that had been made during previous launches.

Unbanning the client’s YouTube account: We analyzed and fixed the issues that caused the client’s YouTube account to be blocked. This included negotiations with YouTube technical support, fixing violations of the advertising policy, and restoring the account’s activity.

Next, we moved on to pre-launch preparations:

Preparation of scripts for video shooting: development of scripts for promotional videos, including identification of key messages, scenes and dialogues that effectively reflect the school’s services. We settled on 2 key offers: “70% off for 2 months” and “30 buy and 30 as a gift”, which we partially changed and monitored the audience’s reaction to determine which one worked best.

Negotiating agreements with bloggers for collaboration: Select bloggers (about 20 people), discuss with the client and negotiate with bloggers. This step will help to increase the conversion rate of advertising creatives due to recognition and the presentation of an advertising offer. The main requirement of the client is to involve Ukrainian-speaking bloggers.

Preparation of the terms of reference for video shooting and editing: development of the terms of reference for the film crew. The videos were shot with bloggers, including work with professional videographers. The video editing involved creating vertical and horizontal formats with a combination of bloggers’ scripted speech, text subtitles, visual elements, and the school’s logo. The school’s offer was presented as a stable text so that the viewer could always see it.

We have collected the right audiences for cold traffic:

By hand-collected keys, “English language”: English language learning, English for adults, language learning apps, and more
By hand-collected keys “English school”: English courses, online English school and more
Person who visits similar sites and competitors’ sites
Customers who use or have downloaded English language learning apps

Results of the English language school promotion

Key results

$5 593,99

advertising budget

13 779 203

channel shows

567 978

views on the channel

61 223

clicks

2 890

conversions

$33 500

sales amount

598%

ROAS

What results did we get during the period of our work (18.05.2023-19.11.2023)

Shows: 13 779 203
Views: 567 978
Price: $5 593,99
Number of clicks: 61,223
All conversions: 2 890,12
The cost of all conversions: $1,94
Average CPV:$0.010
Conversions: 1 513,28
Cost per conversion: $3.70
Total cost of conversion (sale): 33500$
ROAS (return on investment): 598%

Overview of the advertising account

Обзор рекламного кабинета

Conclusions

During the period from May 18 to November 19, our team was actively engaged in advertising promotion for the English language school, spending $5,593.99 (approximately 160,000 UAH). Our work and effective advertising strategies resulted in attracting a significant number of new students to the school.

A detailed analysis showed that the Special Offer “for 2 months -70%” attracted the largest number of leads. The average cost per lead was $3.70, and the total number of conversions reached 1,513.28. The total number of impressions was 13,779,203, with 567,978 views and an average cost per view (CPV) of $0.010. As a result of the advertising, the school received sales worth $33,500 – this result shows a 598% return on investment.

These results undoubtedly demonstrate that our approach to advertising promotion was justified and effective. Our client was satisfied with the quality of our work and the results obtained, which confirms our professionalism and competence in the field of advertising promotion.

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