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LAUNCHING AN ONLINE UNIVERSITY FOR BUSINESSMEN FROM 0 TO THE WHOLE WORLD
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Client — BIG MONEY UNIVERSITY
LAUNCHING AN ONLINE UNIVERSITY FOR BUSINESSMEN FROM 0 TO THE WHOLE WORLD
The budget of advertising campaigns and prices per lead are hidden at the request of the client.
There is already a successfully built brand of personality Evgeny Cherniak and BIG MONEY
THE PURPOSE OF THE ADVERTISING IS TO INCREASE THE RECOGNITION OF THE BIG MONEY BRAND. TO GIVE THE MARKET A QUALITY PRODUCT IN ONLINE BUSINESS EDUCATION
01 /
Mentors of the program are recognizable popular speakers who rarely perform
02 /
The product is in demand in the market, especially with the new economy 2020-2021
03 /
WHAT DID THE CLIENT COME IN WITH?
The main feature of the program - the practice, which distinguishes it from most products on the market, which run the so-called cybergypsies (theorists)
04 /
We have been working on the project for 1 year (previously we worked with this brand on BIG MONEY Forum)
05 /
The price of the lead on the site should not be more than $4
WHAT WE DID:
Setting up and testing the audience
Creatives
01 /
02 /
Retargeting
Scaling to the WW and CIS
03 /
04 /
Step 1
Creatives
The starting positions for the launch were already cool:
01
BIG MONEY and Evgeny Cherniak's strong brand
The mentors in the program are leaders in their niches, which you don't see very often
In projects of this level it is very easy to attract attention and stand out from other companies. It is enough to place the logo on a banner or a video, to show the target audience a recognizable face.
This proves once again: targeting advertising is only 20% of the result, not a magic wand.
But only the right use of advertising tools can give the client the desired result and scale the project
Step 2
Setting up and testing the audience
The test took only a month. We understood that each banner gives good results due to the strength of the brand and high recognition of the speakers in the market. So we focused on lowering the price per result, scaling and stable performance of the Ads Campaigns.
02
Age of the target audience
Geo target audience
Stage #1.
The audiences were not segmented. Advertising campaigns were launched immediately to a broad audience, in order to increase the budget in the future without fear. We specified only:
Stage #2.
After the first 100 leads were received, we connected the LAL audiences. They became an additional tool for scaling.
With this setup, the price per result in Russian Federation was 50% lower compared with broad audiences
After training the pixel broad audiences gave the same result as LAL for GEO in Russian Federation
BIG MONEY Forum (over 10,000 attendees)
Free Anti-Crisis Marathon in January 2020 (more than 40,000 participants)
Stage #3.
Now used separately all the warm audiences that previously connected with the brand on social networks. These were the visitors:
About 10 other offline and online events
Warm audiences, of course, gave the lowest price per result, on average 30% lower than cold audiences
RESULTS OF THE 1st MONTH TEST
3$<
Average price per leads
±30
Leads per day
±100$
Budget per day
Tap to zoom
The budget of advertising campaigns and prices per application are hidden at the request of the client.
Step 3
Scaling within 3 months
After the sales department estimated the quality of traffic and calculated the first ROI, we decided to scale Ads Campaigns up to $200-250 per day and in 3 months of work to smoothly reach the budget of more than $300 per day.
03
HOW THE NUMBER OF LEADS AND PRICE FOR REGISTRATION CHANGED OVER 3 MONTHS
45% от KPI
0%
50% от KPI
60%
70% от KPI
100%
Month 1
Month 2
Month 3
We managed to increase the number of requests by more than 3 times and reduce the price of a lead by 36%.

All that we can reveal from the secrets are:

1) the correct structure of the RC

2) access to new GEO CIS due to recognizable speakers.
increased the number of requests by 35% while increasing the budget and keeping the price for the result of the previous month.

Scaling of the budget - from $4338 to $7322 without increasing the price per lead.
HOW THE NUMBER OF LEADS AND PRICE FOR REGISTRATION CHANGED OVER 3 MONTHS
40%
0%
50%
60%
70%
100%
Month 1
Month 2
Month 3
We managed to increase the number of requests by more than 3 times and reduce the price of a lead by 36%.

All that we can reveal from the secrets are:
1) the correct structure of the RC
2) access to new GEO CIS due to recognizable speakers.
increased the number of requests by 35% while increasing the budget and keeping the price for the result of the previous month.

Scaling of the budget - from $4338 to $7322 without increasing the price per lead.
от KPI
от KPI
от KPI
Tap to zoom
ADS CAMPAIGN PEAKS
gave at the launch of the New Year campaign
500+ leads in 1 day
Step 4
Retargeting
04
were on the site but didn't leave an application for the main course
left a request, but rejected the sales department
Together with the project manager, we launched a retargeting funnel to close on sales people who:
The solution - to sell on the automatic, without the participation of the sales department, a demo - access to the three business-lessons of Natalia Shmigelskaya (one of the speakers BIG MONEY UNIVERSITY).
The task of the demo is to give a person an understanding of the value of the main product with one of the modules of the program and psychologically prepare him for a more expensive purchase.
RETARGETING CAMPAIGN RESULTS
Tap to zoom
This Ads Campaign works all the time
129
Demo purchases
So we got an advertising funnel that not only brings people back, but also generates profits for the project on a full automatic basis.
TOTAL RESULTS FOR 3.5 MONTHS OF WORK
2$<
Average price per lead
7000+
Leads
10000$+
Budget
Tap to zoom
October 10 - December 30, 2020
Campaign budgets and lead prices are hidden at the request of the client
THE PLAN IS TO SCALE THE PROJECT THROUGH NEW FUNNELS, ATTRACTING NEW SPEAKERS, AND BY THIS EXPANDING OF THE TARGET AUDIENCE IN OTHER GEO
Interesting nuances
  1. The sales team told us that the leads that came in at a very low price from GEO Kazakhstan were of low quality and gave a minus ROMI.

  2. In a deeper analysis through UTM tags, we found that Ads Campaigns which gave leads from LAL audiences based on leftover leads showed an ROMI of 200%+
Decided to leave the traffic to similar audiences and completely disable the wide audiences.
WANT TO KNOW HOW TO IMPROVE THE RESULTS OF AN ADVERTISING CAMPAIGN OR RUN IT SUCCESSFULLY FROM SCRATCH?
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