Promotion of a psychology school with ROAS of 780%: promotion of an infobusiness using YouTube advertising

Lead generation on YouTube

In this case study, we will look at cooperation with a client from Kazakhstan. This is an educational project, namely a school of psychology for training and professional development of psychologists. We have signed an NDA with them, so we will not disclose their names or the name of the channel.

$5 360

advertising budget

16 727

users reached

1 130

perfect conversions

$4,76

conversion cost

780%

ROAS

Details

GEO

Kazakhstan

Target audience

Women, 27-40 years old

Nisha

Online School of Psychology

The school is built on the personal brand of the founder, who promotes the business through his expertise. They turned to us to develop a strategy for promoting a new product. The company has developed a product matrix that includes:

a free webinar;
the main course;
additional courses;
curation.

We also initially evaluated advertising tools to promote the webinar. After an assessment by paid traffic experts and a marketer, we concluded that it was appropriate to start promoting the webinar through YouTube ads. This is based on the flexibility of the Google Ads account and the ability to reveal the message through video advertising.

Task

Client: a school of psychology through a personal brand
Objective: over 400 applications for the online webinar
Traffic: YouTube – Video Action
Conversion price: up to $6
Duration of work: 2 months
Payback of advertising: >200%

The goal of promotion is to test and get more targeted traffic to the funnel. To do this, we can run 3 commercials with a webinar invitation to attract more visitors. We also prepared 2 videos for remarketing.

The client had already tried to promote through Instagram and Facebook, but these channels brought registrations at a rather high price – from $7.6 to $8.2 for a free product. As a result, it was decided to explore a new source of traffic, namely YouTube.

Work progress

Analyzing and preparing an advertising account

Analyzed the status of the client's advertising account and the results of previous campaigns. Evaluated the quality of materials used in advertising and the correctness of Google Analytics settings. Checked the website to which the traffic will be directed for compliance with efficiency and conversion requirements.

Development of a unique offer and scenarios for advertising

Conducted an in-depth analysis of the needs and pains of the target audience. Developed a unique selling proposition (USP) for the funnel to strengthen the product's appeal. Developed scripts for three main videos and two remarketing videos, with a focus on building trust and audience engagement.

Setting up targeting and launching an advertising campaign

Set up interest, keyword and audience targeting, including special and mixed audiences, to maximize reach among 27-40 year old women interested in psychology courses. Launched the campaign in Video Action format, which maximizes conversions with a prominent call to action and an overlay with a button that goes to the client's website.

Testing and optimization of advertising campaigns

During the campaign, we regularly analyzed results, tested different creatives and audiences. Optimized bids and budgets to maximize return on investment. Adjusted scripts and targeting based on data to improve key performance indicators.

Reporting and recommendations for further advancement

Prepared a report with key performance indicators, including cost per conversion and ROAS. Provided the client with an analysis of the campaign's effectiveness and recommendations for further promotion, including possible expansion of coverage and improvement of advertising materials.

Expert comment

We treat each client with respect and use a competent approach to create scenarios for each of them. We analyze observations, identify their needs and behavior to find the perfect messages for each target audience. We also select motivating factors to inspire customers and help them achieve their goals.

Implementation of the relationship progression

Before each project, we pay special attention to the constituent part to identify important areas and priorities. As part of the preliminary preparation, we analyze:

the status of the advertising account and previous launched campaigns;
quality of materials used in advertising;
Google Analytics settings;
the website to which the traffic will be directed.

Our goal is to engage, build trust, and help clients succeed.

Strategy for promoting the course through YouTube advertising

In order to achieve success, we chose video advertising on YouTube as our promotion strategy. Video marketing allows you to attract attention and convey messages in a high-quality manner.

The Video Action format was chosen. It makes it possible to increase the number of engaged customers and attract their attention. It reaches users with an observable call to action, an overlay button*.

*An overlay is a button that appears on top of an ad. Clicking on it takes the user to the advertiser’s website or another platform.

Пример оверлей рекламы

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

Interests: online courses, family issues
Special and combined (until February): selections of coaching courses, psychology courses, psychology course sites
Keywords: “learn psychology”, “psychology courses”, “psychology from scratch”, etc.
By audience: special audiences, mixed audiences, interested buyers.

Results of paid promotion of the relationship course

Key results

$5 360

advertising budget

16 727

users reached

1 130

perfect conversions

$4,76

conversion cost

780%

ROAS

We started the launch with three main videos and two remarketing videos, where we used several types of advertising calls. The main goal was to get registrations for the webinar. What results did we get?

For the first month:

Reporting period: 01.12 – 28.12
Budget used: $2,022
Users reached: 5 311
Perfect conversions: 427
Cost per conversion: $4.73

Результаты продвижения за первый месяц

For the second month:

Reporting period: 03.01–31.01
Budget used: $3 338
Users reached: 11,416
Perfect conversions: 703
Cost of conversion: $4.8

Результаты продвижения за второй месяц

Total result for 2 months of the advertising campaign:

Reporting period: 01.12–31.01
Budget used: $5,360
Users covered: 16 727
Perfect conversions: 1130
Cost per conversion: $4.76

At the end of 2 months, the return on advertising (ROAS): 780%.

Good results with video advertising for auto-webinars are possible only if the client has a sales department.

Conclusions

The YouTube advertising campaign for the Psychologist Consultant course was successful in terms of reach and lead generation. The campaign was able to reach numerous people from the target audience and generate a significant number of leads. Overall, the ad campaign was a good investment and helped them achieve their goals of expanding their reach and attracting more potential customers.

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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