Online course promotion: 120 applications for 66 euros in 1,5 weeks

Profile that advertised: https://www.instagram.com/sugar__detox/

My client, together with a nutritionist, organised an online course called "Sugar Detox". The course is aimed at getting rid of sugar addiction, with a focus on healthy eating. But selling the course head-on is difficult, so a funnel was created: goal-landing-free webinar-selling the course on a webinar.

The webinar was also related to the health-nutrition topic, so many of my ads took a very long time to pass moderation, or did not pass it at all.

Date of the webinar: March 21. We started actively testing audiences on March 10. While the landing page was out, I set up a target for the lead form. (Instagram+Facebook)

I tested several audiences, but one performed the best in terms of cost-efficiency:

Audience 1: interests dealing with sugar-free products, healthy products

Approximate audience size - 340 000 people

Location: Russia
Age: 23-45
Sex: Women
Excluded interests: Pastry Chef, Chef
Compliance criteria:
Interests: Online shopping
Behaviour: Engaged Buyers

More interests: Natural food or Healthy food

And more interests: Desserts, Chocolate, Pastries, Sweets, Confectionery, Cake or Sugar

From this audience I receive applications for 16 rubles (0,17 cents).

The second cost-efficient audience was the following:

Audience 2: interests dealing with candies, sugar, chocolate

Approximate audience size - 340 000 people

Location: Russia
Age: 23-35
Sex: Women
Excluded interests: Pastry Chef, Chef
Compliance criteria:
Interests: Online shopping
Behaviour: Engaged Buyers

More interests: Desserts, Chocolate, Pastries, Sweets, Confectionery, Cake or Sugar

And more interests: Body weight

From this audience, I got leads for 61 rubles (0,67 cents). Although applications were more expensive, this audience directly came into contact with the topic of sugar addiction, so the likelihood that these people will buy the course is higher.

As soon as the landing page for the webinar was ready, I launched traffic in Stories. The audience for the test was the audience 1. I got the following results:

67 clicks for 6 rubles (0,06 cents). 30 people signed up for the webinar.

In addition to these two audiences, I tested several more: vegetarians, people with diabetes, obesity. From these "narrow" audiences (coverage of 20,000 people) I collected a total of 20 people, costs of applications varied from 99 to 114 rubles - 1,1 - 1,26 euros. I also left the ad group with the interests of "vegetarianism, fruitarianism and raw food" active, since this group of people is also a direct target audience who may buy the course.

For Audience 2, I tried to drive traffic to a landing page with a direct course sale.

30 sales were made (average price of the course is 3900 rubles - 43 euros).

Examples of ads:

Announcement in stories with clicks at 6.56 rubles (0.07 cents)

Announcement with leads for 16 rubles (0,17 cents)

In the end: 120 people were gathered for the webinar in 1.5 weeks. A total of 6025 rubles (66,94 euros) was spent on the target + 30 sales of the online course.

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Elena

🏆 Promotion of businesses and bloggers, production

Contact me:

👉Telegram / WhatsApp: 89379972102

👉Instagram: https://instagram.com/delovaya_vedmochka