Promotion of the Polish language school: more than 1,755 registrations for a master class up to $0.29

Lead generation on YouTube

This case study focuses on an online education platform that specializes in learning Polish. We were approached by a company that is interested in increasing the number of students in their online courses and is looking for effective advertising solutions to achieve this goal. We are ready to help them in this process by developing a strategy that will attract the target audience and increase the number of people who enroll in Polish language courses. We have signed an NDA with them, so we will not disclose their names or the name of the channel.

$500

advertising budget

5 741

users reached

1 755

perfect conversions

$0,29

conversion cost

Details

GEO

Ukrainian-speaking audience in Poland

Target audience

Women and men, 24-35 years old

Nisha

Language school

The campaign seeks to expand its presence in the market by identifying its target audience and targeting the right niche. One of the elements of the company’s product matrix is providing a free Polish master class, which allows potential students to get acquainted with the peculiarities of the language and make a decision on enrolling in a paid course.

The task

Client: an online Polish language school
Target: over 1000 registrations for the free master class
Traffic: YouTube – Video Action
Conversion price: up to $1.5
Duration of work: 2 weeks

In order to drive targeted traffic into the sales funnel, we developed a strategy that included the launch of three commercials inviting visitors to our free master class. We also created a remarketing video that targets users who have shown interest in our products to convince them to learn more about our services. This approach will help us attract interested users and increase the effectiveness of our strategy. We will also track metrics such as conversion and cost per customer acquisition to evaluate the results of the promotion.

Work progress

Analyzing the target audience and defining the advertising strategy

Started with a detailed analysis of the target audience, including identifying the interests, behaviors and pain points of potential customers. Analyzed the types of ads that best fit the campaign objectives. Prepared a strategy that included the use of instream ads and video calls to action (CTAs) to maximize audience engagement.

Creating promotional videos and setting up a campaign

Developed scripts for three main commercials and one remarketing video. The videos used clear calls to action to direct viewers to the masterclass page's landing page. We set up a Google Ads campaign based on budget, geographic area, and target audience. Special attention was paid to choosing the Video Action format, which allows you to add CTA buttons directly into the video.

Setting up targeting and running ads

Targeted key interests and queries related to learning Polish, as well as specific audiences such as channel subscribers and users who had already interacted with the content. We used mixed audiences and segments including competitors' sites and channels with similar themes.

Monitoring and optimization of the advertising campaign

Regularly tracked campaign metrics, such as the number of views, conversions and cost of customer acquisition. Based on the data analysis, we optimized targeting settings and budget by disabling less effective ad groups and boosting the most effective ones.

Reporting and recommendations for further advancement

Prepared a report with key performance indicators, including cost per conversion and overall ROI. Provided the client with recommendations for further promotion, including possible expansion of targeting and improving content to increase conversion.

Expert comment

It is important for us to provide the highest quality of service and continuous improvement for our clients. We provide our clients with an excellent experience, high-quality services, guarantee success and create value for them.

Implementation of Polish language school promotion

We always follow the best practices to make your advertising campaigns successful. Before each new project, we take the time to analyze the key parts, as this allows us to clearly identify the most important areas and priorities. During the preliminary preparation, we conduct a detailed analysis, namely

Identify the target audience: who our target audience is, what they are looking for, what problems they are solving, and how we can help them solve them.
Determine the type of advertising: choose the type of advertising that best suits our goals. For example, we can use in-stream ads that are shown before, during, or after the video, or intro ads that are shown before the video starts.
We help you create the “right” video: we develop scripts for high-quality videos that will attract the attention of the target audience. We double-check and make sure that the video reflects the brand and contains a clear call to action that will help us achieve our business goals.
Set up an advertising campaign: in Google Ads and select the appropriate parameters, such as budget, geographic area, and target audience.
Measure results: we track metrics such as the number of views, conversions, and cost per acquisition to evaluate the effectiveness of the campaign. This data helps us optimize our campaigns and improve their results.
Analyze and improve: After the end of the campaign, we analyze the results and use the knowledge gained to improve your next campaign.

Strategy for promoting a language school with YouTube ads

We have chosen YouTube advertising as a key strategy for promoting an online Polish language school, and there are many reasons for this. First, the YouTube platform is one of the most popular in the world and has a huge audience of users. This gives us the opportunity to reach numerous potential customers who may be interested in our products or services.

Secondly, video advertising on YouTube is an effective way to convey a message. The video format allows us to use visual and audio elements to capture the attention of viewers and connect them emotionally with our brand. In addition, we can easily adapt the content to different target audiences and use different advertising formats, such as commercials on the homepage.

We used the YouTube Video Action tool to optimize the advertising campaign. This tool allows you to add call-to-action (CTA) buttons to your YouTube video ads. You can choose between different CTAs, such as Buy, Sign Up, or Visit, and customize them to suit your needs.

This way, viewers can go straight to our website after watching the video ad. This greatly simplifies the conversion process for potential customers and can increase the number of sales.

The advantage of YouTube Video Action is that it provides us with detailed analytics that help us optimize the effectiveness of our advertising campaigns. We can find out how many people clicked on our CTA, how many of them went to the website, and how many of them made a purchase. This information helps us improve our advertising strategy to get more conversions.

We suggested setting up YouTube targeting based on the following criteria:

Interests: those who have previously watched videos on the channel and channel subscribers
Key queries: “Polish language courses”, “Polish language online”, “how to learn Polish quickly”, etc.
By audience: specific audiences – competitors’ sites and similar channels, mixed audiences, interested buyers, and similar audiences to site visitors (from analytics).

Audiences with those who had previously watched the content worked best. The company has an active channel and creates targeted content.

Results of promoting a master class from a Polish language school

Key results

$500

advertising budget

5 741

users reached

1 755

perfect conversions

$0,29

conversion cost

We started our advertising campaign with the launch of three main commercials and one remarketing video, using different types of advertising calls. Our main goal was to attract as many registrations to our free master class as possible.

Here are the results we got:

Reporting period: 17.01 – 31.01
Budget used: $500
Users reached: 5 741
Perfect conversions: 1 755
Cost of conversion: $0,29

Результаты продвижения
Результаты работы 4Limes

Good results with video advertising for free master classes are possible only if the client has a sales team.

Conclusions

The advertising campaign for an online Polish language school on YouTube has achieved amazing results, which proves its success. The remarketing audience (channel subscribers) demonstrates the best conversion rates, thus confirming the high efficiency of promotion among the existing customer base. The channel continues to attract new subscribers, which indicates stable traffic thanks to the advertising campaign. A significant role in this is played by the channel’s content, which introduces users to the company and its products, thereby increasing their willingness to buy. Moreover, the cost of applying for a free master class is low, which may indicate a higher conversion rate to sales compared to a cold audience. Taking into account the above factors, we can conclude that an advertising campaign on YouTube is highly effective and has the potential for further scaling to increase sales and expand your business.

If you are interested in promoting your business on YouTube, don’t hesitate to contact 4Limes! Leave a request and our specialist will contact you shortly for a consultation.

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