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
Retargeting Ads Strategy
Facebook Retargeting Ads
- We set up ads targeting users who visited the website but didn’t enroll. These ads reminded users about the benefits of the courses.
- The ads included strong CTAs like “Finish your enrollment” and “Limited-time discount” to create urgency.
- We used carousel ads to showcase different courses, encouraging users to explore other options.
Google Retargeting Ads
- Display ads on Google Display Network were used to remind users of the courses they had viewed.
- Google Search ads targeted users who previously searched for related topics but hadn’t enrolled. Custom keywords and messaging were used to attract them back.
Customized Messaging & Offers
- We personalized ads with messages based on user behavior, showing ads for specific courses that users had previously viewed.
- Exclusive offers like discounts or bonus content (e.g., free eBooks) were added to encourage immediate action.
Segmentation & Dynamic Ads
- We segmented users based on actions, such as abandoning carts or viewing specific courses.
- Dynamic ads showed relevant courses based on users’ browsing behavior, making the ads more personalized.
A/B Testing & Optimization
- We tested different ad creatives, messages, and offers to see what worked best.
- Ads were continuously optimized based on performance metrics like CTR, conversion rates, and CPL.
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.