June 15, 2021, 13:56
The growth of the educational technology market (EdTech) accelerated in 2020 and, according to the analytical company HolonIQ, the volume of the global EdTech industry can reach $ 404 billion by 2025.
One of the demanded segments of online education in Russia is the segment of additional online education for adults: it makes up 13.5% of the entire market of additional education in the country and is estimated at 19 billion rubles. at the end of 2019. Adults today receive additional education in various areas: they improve their professional qualifications, study foreign languages, the basics of sales, marketing and advertising, management and administration, and also master other topics.
These statistics are not surprising: today on the Internet you can find courses, instructions, training materials on almost any topic and any level of complexity, including free ones. The variety of such educational materials leads to the fact that the competition between educational projects is growing, and it is necessary to use various advertising formats and tools to attract an audience.
In order to motivate the audience to join the lectures of the PraktikiPRO online university, its team, together with the Mediasphere agency, developed a campaign to promote the course in the Mail.ru Group Pulse recommendation system.
Campaign goal and KPI
As a result of the campaign, advertisers planned to attract listeners to a free hands-on intensive about building a business on Amazon, and also to motivate readers to then enroll in a paid course on the topic. A publication was considered successful if it brought in three rubles from one investment.
Mechanics
The advertising campaign ran from December 1, 2020 to March 31, 2021 in the Pulse recommendation system. The campaign was launched in the Pulse system, since its technological features allow you to effectively attract an audience and convert article readers into customers using various technologies.
Thanks to machine learning algorithms, the site shows the posted materials to those users who are most likely to be interested in the goods or services promoted in them.
In addition, the NativeScroll technology allows you to seamlessly integrate the site of the promoted project into the article: it opens if the user who has read the material to the end continues to scroll the page. In the PraktikiPRO campaign, it was an intensive landing page.
In total, 7 unique materials were written with different options for titles and images. On average, every third user who opened an article read it to the end, and every fourth of those who read it went to the company’s website.
To solve the campaign tasks, articles were posted with two different approaches:
- grocery: describing the benefits of doing business on Amazon with the transition to a free intensive as an opportunity to quickly learn it;
- personal experience: materials on behalf of the characters describing the opportunities offered by doing business on Amazon, referring to the free intensive as a way that helped to achieve success.
At the start, it was assumed that articles describing personal experience would be more effective than product ones. This hypothesis came true: “personal” articles were more often read to the end, and the conversion rate to registration for a free practical intensive turned out to be 30-50% higher. Also, these materials provided the best conversion from participation in the intensive to the purchase of the course.
The highest read rates were shown by content with the following headings:
- “How to Make Thousands of Dollars Using Amazon Without Leaving Your Home.”
- “Here’s why I started trading on Amazon and how it changed my life.”
- “As an ordinary guy from the Moscow region, he started making money in the USA on Amazon. Personal experience”.
Campaign results
The Pulse advertising campaign brought PraktikamPRO more than 1000 conversions into a free webinar. At the same time, the cost of conversion ranged from 220 to 270 rubles. At the same time, the conversion from participation in the intensive to the purchase of the course turned out to be higher than in other promotion channels. The revenue received from each ruble invested in promotion on Pulse amounted to 2.5–3 rubles, that is, the set KPI was achieved.