Promotion of an auto-webinar for a school of remote professions – more than 2400 registrations for $0.65

Lead generation on YouTube

Our digital agency was approached by a client (we won't name him 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.

$1609,18

advertising budget

662 626

campaign impressions

295 569

clicks

$0,006

average price per click

2 464

perfect conversions

$0,65

conversion cost

Details

GEO

CIS Countries

Target audience

People looking for work during and after the pandemic, young professionals and graduates, moms on maternity leave and housewives

Nisha

Online school for remote professions

Demand for this product began to grow during the pandemic, as many people had not previously considered 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: 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

We conducted a detailed analysis of the remote professions niche in the CIS to understand the main needs and interests of the target audience. Together with the client, we filled out a brief for more precise customization of advertising to specific user segments.

Development of scripts and guidelines for video creatives

Developed three scripts for commercials, each of which was aimed at different segments of the target audience. We also provided recommendations on information presentation and video editing. Prepared materials for shooting two remarketing videos.

Setting up deep analytics

Set up deep analytics to track the effectiveness of the ad campaign and trained the neural network to interact with an audience focused on buying a paid course after the autowebinar.

Launching a test advertising campaign

Launched a test advertising campaign on YouTube, using the Trueview for Action format, which allows generating leads with high conversion rates. The campaign was designed for one month.

Monitoring and optimization of the advertising campaign

Regularly monitored campaign metrics, optimized creatives and adjusted bids to improve conversion rates and reduce cost per lead.

Working on a project to promote an auto-webinar

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

However, before starting the advertising campaign, we needed to think through the promotion strategy itself 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 video 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 targeted for purchase.

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

Results of the work for the school of remote professions

Key results

$1609,18

advertising budget

662 626

campaign impressions

295 569

clicks

$0,006

average price per click

2 464

perfect conversions

$0,65

conversion cost

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

Budget used: $1609.18
Clicks: 295 569
Conversions: 2 464
Cost per conversion: $0.65

Overview of the advertising office:

Обзор рекламного кабинета

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-fledged course after the end of the auto-webinar. In this case, the client does not have a question of the registration price.

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

Set up in-depth analytics.
Test run an advertising campaign.
Understand which audiences buy best.
Turn a marathon or webinar into an auto-web or auto-marathon.
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 work done by the team, as we were able to achieve the results set at the beginning of cooperation – a large reach at a low price.

Are you 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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