Scaling the K2 online school through Meta Ads
Social Media Advertising
• Niche
An online school for digital professions for Russian-speaking emigrants in Europe. The main audience is people who want to acquire a new profession and enter the European labor market.
• Task
Create a stable system for attracting students that allows for scaling course sales without a constant increase in acquisition costs. It was important not just to generate leads, but to attract people who are truly ready to undergo training.
• What was done
- Product analysis
Before launching the ads, the following were developed:
- positioning of the school;
- offers;
- advantages over competitors;
- target audiences;
- customer journey to purchase.
• Advertising system architecture. A multi-level structure of Meta Ads was built.
The following were used:
- cold audiences;
- lookalike;
- retargeting;
- audience warming;
- testing various offers;
- different landing pages for different courses.
• Continuous testing. Regular testing was conducted on:
- creatives;
- ad formats;
- texts;
- videos;
- audiences;
- offers;
- CTAs.
Almost every decision was made based on data.
• Analytics. A system for monitoring effectiveness was set up.
The following were tracked:
- cost per purchase;
- cost per registration;
- cost per lead;
- campaign effectiveness;
- budget distribution.
This allowed for quickly disabling weak links and scaling strong ones.
• Result. During the period of operation, the advertising system provided thousands of targeted conversions.
The screenshot shows that individual campaigns generated:
- over 1800 purchases;
- cost per purchase around 30 zł;
- growth in the number of purchases for individual campaigns reached 57% while maintaining or reducing the cost of the result.
At the same time, it was possible to keep the cost per purchase in the range of approximately 24–41 zł, despite the scale of the advertising campaigns.
An online school for digital professions for Russian-speaking emigrants in Europe. The main audience is people who want to acquire a new profession and enter the European labor market.
• Task
Create a stable system for attracting students that allows for scaling course sales without a constant increase in acquisition costs. It was important not just to generate leads, but to attract people who are truly ready to undergo training.
• What was done
- Product analysis
Before launching the ads, the following were developed:
- positioning of the school;
- offers;
- advantages over competitors;
- target audiences;
- customer journey to purchase.
• Advertising system architecture. A multi-level structure of Meta Ads was built.
The following were used:
- cold audiences;
- lookalike;
- retargeting;
- audience warming;
- testing various offers;
- different landing pages for different courses.
• Continuous testing. Regular testing was conducted on:
- creatives;
- ad formats;
- texts;
- videos;
- audiences;
- offers;
- CTAs.
Almost every decision was made based on data.
• Analytics. A system for monitoring effectiveness was set up.
The following were tracked:
- cost per purchase;
- cost per registration;
- cost per lead;
- campaign effectiveness;
- budget distribution.
This allowed for quickly disabling weak links and scaling strong ones.
• Result. During the period of operation, the advertising system provided thousands of targeted conversions.
The screenshot shows that individual campaigns generated:
- over 1800 purchases;
- cost per purchase around 30 zł;
- growth in the number of purchases for individual campaigns reached 57% while maintaining or reducing the cost of the result.
At the same time, it was possible to keep the cost per purchase in the range of approximately 24–41 zł, despite the scale of the advertising campaigns.