CASE: Online School of Professional Estimator. How to get webinar registrations from 45 cents

Project that works in Russia

Hello all, my name is Vasily and in this case study I will tell you about my cooperation with the online school of estimating, what tasks I closed with targeting advertising and what I have achieved. I cooperated with the project for 7 months.

There were three main tasks:

- To do live webinar registrations several times a month;
- To drive traffic to daily auto-webs;
- Setting up ads to download a PDF book (to broaden the base).

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What did we have?

Instagram account - https://www.instagram.com/smeta.stroy/
Autoweb's main website - https://academia-bti.ru/web_osnovy
Several live web sites (always changing)
Downloadable PDF book - https://academia-bti.ru/first-book_2

The logic is this:

A person sees an advertisement in the Instagram and Facebook feeds and clicks on "more information".
Then he gets on the main page, where he studies the information and decides to attend a webinar, clicks on the button "sign up for a webinar
Then chooses a messenger that is convenient to get a link to the webinar and useful materials
And all days before the webinar receives useful content + receives a reminder of the webinar and a link to the web itself
And after the webinar everyone who has registered calls the sales department and closes

Goals and budget

There were 3 main goals - registrations for live webinars, which were held several times a month + registrations for daily auto webinars and traffic to download the PDF-book (to expand the base)

There were also micro-goals/different tasks, but I will not dwell on them.

Budgets were completely different from $2300 to $7800 per month.

Working with an audience

I want to point out that the project worked for a long time before I came along. There were a lot of data to collect the audience. There were lists of clients who had already bought the course, and those who registered for a webinar, then the entire base (about 100k people). Was pumped instagram. This all allowed to collect dozens of audiences and test them, which I did.

The best audiences that came in were targeting the customer base, broad audiences (by interest), who had interacted with IG in the last 365, LAL audiences based on different data.

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Pixel installation and other technical settings did not have to do, as I repeat that the project worked before me, everything was already set up. Otherwise, I always help technically.

Creativity writing and text writing

I have tested a very large amount of text and creatives over the past 7 months of work. I'll show you 1 text and 1 creative that came in the best.

Launch and results

The results were different! For autoweb registrations from $1, for live webinars from 45 cents and for PDF downloads - book $1.1. All metrics suited my customer.

At the moment the cooperation is suspended. The sales funnel is being repackaged. In the near future I plan to continue working on the project.