Case study: 121 registration for a Digital Marketing course in 7 days
April 23, 2025
20 min
Topic
Author at Level UP Academy
Yana Isaenko
Attract an audience to an online Digital Marketing course in Moldova. Registrations needed to be directed to the registration form on the website. The course offered 30 free spots based on a competitive selection, which was important to mention in the ads. The course was being launched for the first time, so everything had to be created from scratch.
Objective
As a marketing agency, we know the steps that need to be taken before launching an ad campaign for a product. Therefore, the first step was to conduct the necessary research:
We conducted audience research and customer development, studied competitors, their offers, landing pages, and ads to understand the current market situation.
The final information was organized and used to create a landing page.
Based on the responses from the audience in the customer development phase, we realized there was a high demand for such a product among different segments of the audience in Moldova. Therefore, when choosing the targeting strategy, we decided not to segment the audience beyond age groups (i.e., we launched broadly). We focused on the creatives and offers in the text, knowing that Facebook’s algorithm is intelligent enough to read the information in the ad and find the appropriate audience. This allowed us to test which age groups had the highest demand for the course.
The course was aimed at beginners and those wanting to upgrade their digital skills, so the key messages in the creatives and texts were designed to attract this specific audience.
A Facebook pixel with a special conversion was set up on the website to track visits to the "thank you" page.
We conducted audience research and customer development, studied competitors, their offers, landing pages, and ads to understand the current market situation.
The final information was organized and used to create a landing page.
Based on the responses from the audience in the customer development phase, we realized there was a high demand for such a product among different segments of the audience in Moldova. Therefore, when choosing the targeting strategy, we decided not to segment the audience beyond age groups (i.e., we launched broadly). We focused on the creatives and offers in the text, knowing that Facebook’s algorithm is intelligent enough to read the information in the ad and find the appropriate audience. This allowed us to test which age groups had the highest demand for the course.
The course was aimed at beginners and those wanting to upgrade their digital skills, so the key messages in the creatives and texts were designed to attract this specific audience.
A Facebook pixel with a special conversion was set up on the website to track visits to the "thank you" page.
Solution
Advertising campaign period: 7 days
Received: 120 registrations during this time.
Cost per registration (CPA): 1.47 EUR per registration
Costs: 175.89 EUR
Click-to-registration conversion rate: 39.29%
Received: 120 registrations during this time.
Cost per registration (CPA): 1.47 EUR per registration
Costs: 175.89 EUR
Click-to-registration conversion rate: 39.29%
What we ended up with
*Due to technical reasons, the pixel on the website did not track registrations correctly during the first 24 hours, so the conversion dashboard showed fewer registrations than there actually were.
The actual number of registrations was recorded by the CRM system of the website platform.
The actual number of registrations was recorded by the CRM system of the website platform.
The audience aged 18-24 responded best to the ads (the budget for all groups was the same). The CPM for the 25-35 and 36-45 age groups was higher than for the third group, as these age categories received the highest volume of ad impressions in the auction due to their purchasing power, especially since we launched during the discount season and Black Friday. Initially, the cost for the 25-35 audience was significantly higher than for the others, but this was resolved by a minimal budget increase — we added just 1 euro, and the metrics leveled out.
After the registration form was submitted, applications were processed by managers. The audience was targeted and interested in the course. However, for the first intake, we couldn't accept everyone, so a competitive selection was conducted using a special questionnaire. Those who didn’t make it this time were promised an invitation for the next intake and to be kept in the database for other products.
After the registration form was submitted, applications were processed by managers. The audience was targeted and interested in the course. However, for the first intake, we couldn't accept everyone, so a competitive selection was conducted using a special questionnaire. Those who didn’t make it this time were promised an invitation for the next intake and to be kept in the database for other products.
During the ad campaign, we even generated some hype among those eager to secure a free spot on a competitive basis. Due to the managers being overloaded, not all applications were processed quickly, and some people even started messaging the organization's social media accounts with questions about how to join and not miss the intake.
It is crucial to carefully craft the messaging and triggers in ads for the target audience. For our audience, the key reasons for signing up for the course were the opportunity to learn from real case studies of companies, receiving a state-certified diploma from Moldova State University, and job placement assistance.
The volume of applications was somewhat unexpected for us, and the project management is very pleased with the results. We continue working on refining the offers and creatives for future intakes and projects.
It is crucial to carefully craft the messaging and triggers in ads for the target audience. For our audience, the key reasons for signing up for the course were the opportunity to learn from real case studies of companies, receiving a state-certified diploma from Moldova State University, and job placement assistance.
The volume of applications was somewhat unexpected for us, and the project management is very pleased with the results. We continue working on refining the offers and creatives for future intakes and projects.
Conclusions
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