Strategy
Some of the strategies we decided to go with included:
1. Targeting and Audience Segmentation:
- Testing and narrowing down on high-performing segments, such as students in top colleges.
- Leveraging interest-based targeting to find the right audience for these specialised courses like cinematography.
- Utilised remarketing audiences to drive conversions.
2. Ad Formats and Creative:
- Conducted A/B testing across different ad formats and messaging to find that static ads with references to industry-specific specialisations worked particularly well
- We also differentiated LLA’s offering by highlighting the scenic campus and the mentoring offered to help students graduate with an industry-ready portfolio.
- Optimised placements by focusing on Instagram Stories, Reels, and Feeds since the ads catered to a younger audience.
3. Budget Allocation and Timing:
- Mentioned deadlines in campaigns to create urgency and boost performance.
- Figured out top-performing cities & scaled our budget on those.
4. Search Campaign Optimisation:
- Researched relevant keywords and continued adding negative keywords to filter out irrelevant traffic.
- Improved our quality score and ad relevance to ‘Excellent’ by continuously optimising ad copies.
5. YouTube Campaign:
- Ran top-of-funnel and remarketing campaigns to drive quality awareness and conversions, improving CVR% by addressing drop-offs after form initiation.
Execution
While executing our plan, we made sure to:
- Weekly test new audiences, ad formats, and creative variations.
- Continuously monitor key metrics to make informed adjustments and optimisations.
- Deploy remarketing strategies to re-engage visitors who had previously interacted with the ads or the website
Results
Meta
- Leads Generated: 532
- Average Cost per Lead (CPL): ₹460
- Conversion Rate: ~ 7%
- Remarketing Success: 46 additional leads
- Leads Generated: 126
- Average CPL: ₹900-₹1,000
- Leads from Search: 108 generic photography course leads, 27 specialised ad group leads
- YouTube Campaign Performance: 13 leads from top-of-funnel, 30% engagement rate for remarketing
Overall Metrics
- Total Ad Spend: ₹3,95,678
- Total Leads Generated: 551
- Total Conversions: 23
- Overall Conversion Rate (CVR%): 4.2%
- Leads' Value: ₹15,450,000
- Overall ROAS: 39x
Takeaway
The ad campaigns for Light & Life Academy successfully generated a significant number of leads, with Meta campaigns outperforming in volume and cost efficiency. The strategic use of static ads and specialised industry-specific messaging proved particularly effective. Google search campaigns also contributed to lead generation, with remarketing efforts on both Meta and YouTube enhancing overall engagement.
The campaign demonstrated a high ROI, validating the performance marketing approach and emphasising the importance of continuous optimisation and targeted messaging in digital advertising.
