Case: Recruitment of students for international online education

The American educational project X-Culture holds a paid recruitment for children aged 14 to 17 twice a year.

The goal: to fill the group with students for the current semester.

Target audience: pupils, students aged 14–17

Geo: Worldwide

Budget: $2,000 a month

Strategy – conversion settings on the site.

Before that, they only configured traffic to the site and tracked applications through their Qualtrix system.

I offered to test conversions as well as led forms. From their previous experience, the application in the led form turned out to be quite expensive, so we decided to abandon the test of this hypothesis and try to configure the conversion to the site. But they informed me that they have a service that monitors registration on the site.

Therefore, a decision was made to adjust advertising according to their strategy, that is, traffic to the site, and they had to record the number of applications themselves through Qualtrix.

I analyzed all the companies that were launched before this one and chose the most clickable creatives with a high CTR.I developed more creative for them. And also asked that they provide me with video creatives that were launched in them before that.

According to the brief, I selected the countries with the best registration rate, divided the budget by country and launched advertising.

I tested the countries. I changed, turned off those that gave weak results. So far, there are only those left that provided registration on the website.

I also tested a campaign that was targeted at parents of teenagers (since decisions for minors are made by parents). But the indicators were worse than the indicators of advertising to teenagers. That's why I turned it off.

The result of the work done was satisfactory, in 15 days it was possible to gather a group of students for the course and reach last year's indicators.