Through precise audience targeting and ad optimization, we reduced the edtech company’s CPL from ₹450 to ₹80 and increased conversions from 1% to 8-9%, delivering quality leads with under 2% spam in just three months.
Objective:
Hyper Launch sought to generate leads for their Full Stack Development classes but was challenged by high costs per lead (CPL) and low conversions. Their initial campaign had a CPL of ₹450, with only a 1% conversion rate, significantly hindering their lead generation goals.
Challenges Faced:
Hyper Launch’s previous ad campaigns were underperforming, both in terms of cost-effectiveness and conversion rates. The high CPL and low conversion posed a significant barrier to scaling their Full Stack Development class enrollments. Their advertising efforts were not targeted enough to reach users genuinely interested in the course, which led to a lot of irrelevant traffic and wasted ad spend.
Our Approach:
To address these challenges, we executed a comprehensive review of their advertising strategy and implemented the following key steps:
- Advanced Audience Segmentation: We refined the audience targeting to focus on high-intent users. This involved creating custom audience profiles based on specific demographics, online behavior, and interest in tech education. We segmented the audience into key groups: IT professionals looking to upskill, students interested in Full Stack Development, and professionals from other fields exploring a career switch.
- Testing Multiple Ad Formats: A variety of ad formats were tested, including carousel ads, single images, videos, and testimonials from past students. By doing so, we could analyze what type of content was most appealing to the target audience. Video ads showcasing success stories and the potential career growth from Full Stack Development proved to be particularly effective.
- Continuous Optimization: Over the course of three months, we continuously monitored and optimized the campaigns. This included A/B testing different creatives, adjusting bidding strategies, and reallocating budgets to the best-performing campaigns. We used performance data to fine-tune ad delivery, ensuring that the ads were reaching the most relevant users.
- Budget Adjustments: As part of our optimization process, we shifted the budget from underperforming segments to more profitable ones. This allowed us to maximize ROI while focusing on generating quality leads.
Results Achieved:
- Significant CPL Reduction: We successfully reduced the CPL from ₹450 to ₹80 by targeting the right audience and continuously optimizing the ad spend.
- Boost in Conversion Rates: The conversion rate increased from 1% to an impressive 8-9%, resulting in a much higher return on investment (ROI) for the campaign.
- Minimized Spam: By refining the audience segmentation and targeting, we reduced spam inquiries to less than 2%, ensuring that Hyper Launch received high-quality leads.
Conclusion:
The success of this campaign was driven by our focus on precise audience targeting, creative testing, and ongoing optimization. Hyper Launch was able to achieve sustainable growth, transforming their lead generation process and significantly improving the performance of their Full Stack Development course marketing.