Online school for preparing for the External Independent Testing (EIT)

Subject: Education
Client: Sova school - online school for preparing for the External Independent Testing (EIT) and tutoring.

Goal:
Reduce the cost per lead to $9, increase lead quality.

Actions taken:
1. Analysis of the target audience and competitors
2. Strategy preparation
3. Banner and advertising text preparation
4. Quiz and lead form setup, Meta Pixel installation on the website and event settings
5. Testing of parent and student audiences
6. Advertising goal testing (quiz, website, lead form)

Results for December 2023-January 2024:
- Budget: $617.78
- Leads: 104
- Cost: $5.94

Promotion strategy:
It was decided to launch advertising to 2 audiences - students themselves and parents, as they are the ones making decisions about payment for preparation. Among the goals, we decided to try lead generation, quiz, and website.

The results were achieved through the identified connection - the parent audience (financially capable interests and entrepreneurs provided better audience quality) and lead generation goals (leads were cheaper compared to the website).

Recorded videos from experts were also used.
Both videos and static content performed well.