YouTube advertising for online programming school

Lead generation on YouTube

Our agency's services were ordered by an online programming school, the name of which we cannot disclose due to the NDA.

$3 312,60

advertising budget

1 111 900

campaign impressions

$0,012

average display price

434 554

campaign views

$0,03

average price per view

3 940

conversions

$0,87

conversion cost

Details

GEO

CIS Countries

Target audience

Men and women 21-35 years old who want to learn IT skills

Nisha

Online Programming School

The school is currently attracting new students through free auto-webinars. They turned to us to increase the number of registrations for these webinars.

Before that, the company received traffic mainly from Instagram and Facebook. However, the number of applications from these platforms was decreasing, so the school decided to try a new channel – YouTube.

The challenge

Client: an online programming school
Product:free auto webinars
Target: 1500 registrations for the webinar, with the registration price of up to $1.5.

Work progress

Analysis and audit of the advertising office

Before turning to 4Limes, our client had twice tried running YouTube ads. But it did not bring the desired results. Therefore, before starting work, we first of all analyzed the school's advertising room and identified the main mistakes of previous campaigns, which allowed us to adjust the further strategy.

Working out the target audience

Based on the client's data and market analysis, we described the target audience in detail. In this case, they are men and women aged 21-35 interested in learning IT skills.

Competitor research

Analyzed the actions of competitors. We researched how other online programming schools promote themselves on YouTube, and what creatives they use for advertising. This helped us to develop a unique approach for the client.

Preparing scripts for promotional videos

We created 5 scripts for commercials: we prepared scripts both for the main advertising campaign and for remarketing. Given the specifics of YouTube, the focus was on creating creatives that work on this platform. It is important to note that using videos from other social networks on YouTube is often ineffective, so we suggested that the client develop new, original videos.

Launching an advertising campaign

We customized the ads in TrueView for Action format. Ad videos were integrated into the beginning and middle of the videos with a call to action button. We chose this format to direct users to the school's website, where they could register for an autowebinar by filling out a form with their contact information.

Switching to Video Action format

We suggested the client switch to this ad format, which expands the display ad options. Incorporating native ads into the feed and extending the display to YouTube and Google partner sites helped us increase reach and conversions.

Expert comment

Before contacting 4Limes, our client had tried to run YouTube ads twice. But it did not bring the desired results. Therefore, before starting work, we firstly analyzed the school's advertising office and identified the main mistakes.

Launching advertising for an online school

We drove advertising traffic to the landing page created by the school for the webinar. To apply for participation, a potential client had to fill out a small form with contact information. We marked this step as a conversion.

For advertising, we initially chose the TrueView for Action format. This format involves the use of short videos at the beginning or in the middle of videos, which are superimposed on a call-to-action button.

Now, as we continue our cooperation, we are moving to the Video Action format. This is a new type of advertising that retains all the advantages of TrueView for Action and provides additional features:

use of not only short videos, but also a more native type of advertising – videos in feeds;
displaying ads on YouTube and Google partner sites.

Пример рекламы

Results of promotion work for an online programming school

Key results

$3 312,60

advertising budget

1 111 900

campaign impressions

$0,012

average display price

434 554

campaign views

$0,03

average price per view

3 940

conversions

$0,87

conversion cost

The project lasted about 2 months. During this time, we managed to exceed the plan and get almost 4,000 conversions with a cost of $0.87 per conversion.

Итоги работы по продвижению

Conclusions

This advertising campaign showed good results and, most importantly, fulfilled the client’s main requirement: more than 1500 registrations for less than $1.5. We managed to attract people to the auto-webinar, which eventually led to the purchase of a paid course. We plan to continue our cooperation and promote the client’s next launches.

If you are also interested in promoting an online school, webinar on Youtube or TikTok, leave a request and our manager will contact you.

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YouTube advertising for online programming school

Details

The challenge

Work progress

Analysis and audit of the advertising office

Working out the target audience

Competitor research

Preparing scripts for promotional videos

Launching an advertising campaign

Switching to Video Action format

Expert comment

Launching advertising for an online school

Results of promotion work for an online programming school

Key results

Conclusions

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