We brought more than 35,700 subscribers to webinar

From Chile, Mexico, Ecuador and Brazil to Indonesia and Israel online educational platform Practicum reaches out to hundreds of thousands of students and KIT Global 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 the course.

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.

1. Maximum coverage of the target audience and building product knowledge.

2. Attracting the users to register for a webinar for further purchase of the online course.

3. Repeated involvemet of a user who visited the site or a webinar.

• Audinece reach with OLVs and banners.
• Additional coverage to drive traffic to the website (social networks, keywords, OLV).
• Targeting the 20-40 years audinece and the main.
• Targeting audience of 20-40 years old, retargeting those who watched the webinar and visited the product landing page.

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 the 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

By geo

• By major cities
• By a specific countriy
• By all countries as a group

Also by behavior

• Interaction with advertising
• Interaction with the site
• Competitors
• Events

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:

1. Generating hypotheses based on experience

2. Testing by proven methods

3. Data collection

4. Advertising campaigns analysis

5. Scaling up the approach or aborting it

Instead of long-term planning, quick hypothesis testing allows you to get faster results and decide whether to scale the channel or to abort it.

Thus, during testing, it became clear that the profession Web developer was most suitable for promotion in Chile, Mexico, Ecuador and Brazil. This product interested a larger audience and at a lower advertising cost.

A separate testing was held to check which form of communication worked better in Spanish informal Tú (You) or formal Ustedes (You). In the end, the best result was demonstrated by the advertising campaign "You" with formal creatives. It had 9.9% more targeted actions, which cost 8.9% cheaper.

We also tested targeting by interests. “Real Estate Investment" became the best segment by target event (CPA) and Distance Learning" by CR from click to target action.

Another testing was to identify the most effective language for attracting users native to the selected Geo or English. According to the test results, most of the entries to the webinars were from creatives in English. It was only in Indonesia, where cost per conversion was lower for creatives in the country s native language.

In order to identify the best source for promotion mobile or desktop we also had to carry out some tests. As a result, mobile traffic brought more high quality and inexpensive users.

Results

Regular testing of different approaches made it possible to quickly attract the target audience. Within the first month, there was a multiple increase in the number of targeted actions. Brazil managed to attract the largest target audience at the lowest price per conversion while Chile became the most expensive country for driving traffic. Mexico had average results in all indicators.

In the context of products, the audience was more often interested in the "Web Developer" program. It brought a significant amount of traffic at the lowest cost per conversion. Such a result is explained by the fact that learning web development is considered to be the fastest and easiest.