THRIVE SERVICES USED
Project Overview
A STEM education provider offering online tech camps for kids aged 8-14 needed help in increasing sales before courses began in June. The client’s goal was to gain a return on ad spend (ROAS) of at least 1-2X.
Thrive Internet Marketing Agency took over the client’s paid advertising campaign in April 2022 and launched Web Traffic and Conversions campaigns after a month. Within only two weeks since the Conversions campaign was launched in May, we delivered a 3.69 ROAS.
Our ongoing advertising efforts also exceeded the client’s expectations, driving a 5.09 ROAS in June and a 6.48 ROAS in July.
With a very short window to drive purchases before the courses commence, Thrive focused on middle-of-the-funnel (MOF) to drive new users to the site and the bottom-of-the-funnel (BOF) to retarget website users, page engagers and customers from previous years.
This strategy enabled us to achieve and exceed the client’s goals:
Clicks
Overall Return on
Ad Spend (ROAS)
Impressions
Website Purchase Value
Website Purchases
Landing Page Views
Thrive’s paid advertising campaigns also generated a 1.14 percent increase in click-through rates (CTRs), which is 56.16 percent higher than the average CTR of .73 percent for the education industry.
The Execution
Our paid advertising team ran strategic audits and competitive analyses to determine opportunities for conversion and overcome the client’s paid social ROAS struggle. We focused on:
- Setting up Conversion events and Adobe Experience Manager (AEM)
- Retargeting and lookalike audiences for the Conversions campaign
- Driving cold audiences in the Web Traffic campaign
- Monitoring ad engagements and performing optimizations as necessary
- Audience refreshes
- Conversion tracking
Priorities for the Months Ahead
Thrive’s next step is to launch new ad campaigns at least three months before the programs commence to drive more course purchases.