Revenue growth by 1400% per month
The case of the Practicum educational platform
We brought more than 35,700 subscribers to webinars.
From Chile, Mexico, Ecuador and Brazil to Indonesia and Israel online educational platform Practicum reaches out to hundreds of thousands of students and Mobisharks agency carries out ad campaigns to promote Practicum in these regions.
It is more complicated to carry out traffic acquisition for several countries at once than for one specific geo. Both a greater number of factors and more features of the audience must be taken into account.
About the client
The worldwide educational online platform Practicum offers online programming courses for beginners. More than 688 thousand users visit it monthly. At the same time, 87% of graduates get a job in a new specialty after completing one of the courses.
Task
The client had to attract new users to the app from Chile, Mexico, Ecuador, Brazil, Indonesia and Israel, with subsequent sale of an online course in the programs “Web Developer”, “Data analyst” and “Data scientist”.
The cost of attracting a user was chosen as the KPI. This indicator was set in the range of $50-75$.
Solution
In order to achieve the best effect, it was necessary to reach the target audience to the utmost in accordance with the sales funnel, starting from formation of product knowledge to retargeting those who attended a free webinar or a landing page.
We chose Facebook and Google Universal Application Companies as our promotion channels.
Course of work
The advertising campaign lasted from March to June 2022.
Audience segmentation
Firstly, we identified the target audience of the product. It contained people aged 20 to 40, who are career-oriented and speak English, Spanish or Portuguese. They had to have a university degree and access the Internet through their PC or mobile devices.
Next, we segmented the audience according to the program we promoted. The training segment of data analytics included users interested in analytics and data management, as well as educational and information technologies. The segment with the program for data scientists includes people interested in information security, big data and machine learning. And finally, the segment for web developers included those who were interested in CSS, HTML and JavaScript languages, web development and web content development.
Furthermore, we used segmentation by interests:
- Education;
- Standard of living;
- Career goals;
- Credit and debit cards;
- Technology, etc.
By geo:
- By a specific country;
- By major cities;
- By group of countries.
Also, by behavior:
- Interaction with advertising;
- Interaction with the site;
- Events;
- Competitors.
In addition, retargeting by the clients’ databases, Google and Facebook, as well as site visitors and users registered for the webinar helped attract new users.
Hypotheses and creatives testing We carried out A/B tests for each segment with the promoted program. They mainly featured: