Smart Strategies for EdTech Growth: Boosting Sign-ups by 235% for Propello
Propello’s teaching and learning platform supports the whole teaching cycle: from lesson prep and delivery to in-class activities, homework, knowledge testing and more. Propello provides educators with engaging, standards-aligned curricula combined with tech tools to personalize learning for students in minutes.
They aimed to acquire 12% of the addressable market by the end of 2024. Starting the project in mid-August, we had 4.5 months to help achieve this goal. This ambitious target required highly targeted campaigns and personalised outreach.
increase in sign-ups
decrease in Meta's CPA
Challenge
We sought to:
- Optimize targeting for subject-specific teachers to increase signups to the platform.
- Reach educators specializing in students with SEND, ESL, and EAL needs.
- Design visually appealing and brand-safe creatives and ad copies for Meta and Google.
- Conduct extensive research for Google Ads to refine the most relevant keywords for the target audience.
- Effectively adapt to market seasonality, particularly during school holidays, and ensure optimal budget allocation to maximize campaign performance during these periods.
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Through systematic analysis and advanced strategies, we implemented:
- Precise Targeting: Using audience segmentation tools, we identified niche groups of educators and tailored campaigns to their needs. Interest-based, look-alike, remarketing audiences are targeted.
- Compelling Creative Assets: Developed engaging Meta and Google visuals and ad copy that resonated deeply with the target audience.
- Permanent A/B testing of ad copies and creatives, adding new assets instead of less effective ones.
- Keyword Optimization: Conducted detailed research and built a strategic keyword list for Google Ads, filtering irrelevant queries and increasing relevance.
- Testing various campaign types & strategies: search campaigns, Performance Max, Demand Gen, video, remarketing and competitor campaigns.
- Flexible data-driven budget allocation between advertising platforms, ensuring the most efficiency for lead generation.
Results
Throughout the duration of the campaigns, we achieved a significant increase in traffic flow. Compared to the period prior to collaborating with Aimers Agency, total signups surged by an impressive 235%, as illustrated in the accompanying linear chart.
Also, comparing the statistics over the past three months (January-March vs October-December) by platform, the latest results are highly impressive:
Meta Ads:
- CPA decreased significantly by 33%.
- Cost decreased by 48%, ensuring more cost-effective acquisition.
Google Ads:
- CPA decreased by 13% reflecting better cost management and targeted efforts.
- Conversions grew by an impressive 33%, showcasing enhanced audience engagement and conversion rates.
Overall, strategic interventions resulted in sustained growth and measurable success.
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