Case Study
Retargeting Ads for an Online Course Provider
Problem Statement
The goal of this campaign was to boost course enrollments for an online course provider by using retargeting ads on Facebook and Google. We aimed to re-engage visitors who had shown interest but had not completed the enrollment process, encouraging them to return and sign up.
Challenge
The course provider faced these challenges:
- High Bounce Rate: Many visitors left the website without taking action, such as enrolling.
- Abandoned Registrations: A large number of users added courses to their cart but didn’t finish the registration.
- Low Conversion Rates: Despite having quality content, the provider struggled to convert visitors into paying students.
Solution Provided
We implemented Facebook and Google retargeting ads to re-engage visitors who showed interest but didn’t enroll. Personalized ads with strong CTAs and exclusive offers targeted segmented audiences based on their behavior. Dynamic ads showcased relevant courses, and continuous A/B testing optimized performance to boost conversions and reduce costs.
Development Steps
Audience Segmentation
We segmented the audience based on behavior: those who abandoned their carts, viewed specific courses, or visited the site without taking further action.
Ad Creation
We designed personalized ads with compelling headlines, visuals, and CTAs that spoke directly to users’ interests, encouraging them to complete their enrollments.
Retargeting Setup
We set up retargeting campaigns on Facebook and Google, re-engaging users who had previously shown interest in the courses.
Offer & CTA Integration
We closely monitored key metrics like CTR, conversion rates, and CPA, making adjustments to improve campaign performance.
Monitoring & Optimization
We continuously monitored ad performance, focusing on key metrics such as click-through rates (CTR), conversion rates, and cost-per-acquisition (CPA). Adjustments were made based on data to improve results.
A/B Testing & Creative Variation
We conducted A/B testing on different ad creatives, headlines, and CTA variations to determine which combinations resonated most with the target audience.
Results
60% Increase in Enrollments
The retargeting strategy led to a 60% increase in enrollments, driving higher revenue.
Improved Conversion Rates
The personalized messaging and offers led to higher conversion rates, turning more visitors into paying students.
Higher Return on Ad Spend (ROAS)
With targeted ads, the provider saw a strong ROAS, making the campaigns more cost-effective.
Increased Brand Recall
Retargeting ads kept the brand top-of-mind, resulting in better recall and a higher likelihood of conversions.
Lower Cost-Per-Lead
By targeting users who had already shown interest, the provider reduced CPL, improving the efficiency of the marketing budget.