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Case Studies Paid Media

Сontextual Advertising for Kazakhstan Educational Courses

Service: PPC.

Niche: Educational courses.

Region: Kazakhstan.

Results: In 1.5 months, we gathered a group of 35 participants, of which 12 came through the CPC channel.

The Client

In January 2015, a client approached our agency to organize educational courses in Almaty, Kazakhstan. Before contacting us, the client had worked with another contractor but had made very few sales (1-2 course sales in 1.5 months) and decided to look for another partner.

The Challenge

Our client set a goal of attracting at least 30 students to their course.

The Solution

We used several contextual advertising systems. We set up and launched the following campaigns in each of them.

  1. Search advertisement. In a separate campaign, we selected some words close to the website's main subject (skills development, personal growth training, self-improvement courses) with lower rates, excluded irrelevant queries, and added high conversion requests.
  2. Contextual media campaign. Our team created ad groups targeting the following factors in a similar audience to the users who visited the site:
  • keywords;
  • themes;
  • interests;
  • handpicked platforms.
  1. Remarketing. We created an audience of users who visited the site, excluding those who filled out and submitted the offered forms. We also created ads with special offers.
  2. Video campaign (Google Ads only). We decided to use ads featuring video testimonials from course students. Ultimately, we got good results. The video campaign ranked second by student submissions at a cost per view of $0.02 on average.

The Results

In 1.5 months, we built a group of 35 students, of which 12 came through the CPC channel. Eventually, paid traffic generated 192 course applications.

The cost per application (CPO) was $12.4.

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