E-learning
How We Acquired 10,000 New Students for an E-learning Platform Using YouTube Ads
A strategic YouTube Ads campaign targeting specific learning interests and professional goals resulted in 10,000 new student sign-ups for SkillUp Academy.
10,000
New Student Sign-ups
30%
Below Target CPA
40%
Video View-Through Rate
Client Overview
SkillUp Academy is an online platform offering courses in tech and business skills. They wanted to tap into the vast audience on YouTube to drive student acquisition at scale.
The Problem
Their previous attempts at video advertising had high costs and low conversion rates. They were unable to effectively target users who would be interested in their specific course offerings.
Our Strategy
We developed a video-centric strategy using YouTube's in-stream and in-display ad formats. The strategy involved creating different video ads for each stage of the marketing funnel: short, engaging ads for awareness; longer, educational content for consideration; and student testimonials for the decision stage.
Execution
We produced high-quality video content tailored to specific course categories (e.g., "Learn Python," "Digital Marketing Fundamentals"). We used YouTube's custom affinity and in-market audiences to target users actively searching for educational content. Retargeting campaigns were used to re-engage users who had watched videos but not signed up.
The Results
The campaign drove 10,000 new student registrations in just three months, with a Cost Per Acquisition 30% below their target goal. The educational content for the consideration stage achieved a 40% view-through rate (VTR), indicating high audience engagement.
SkillUp Academy utilized a targeted YouTube video ad strategy with tailored content for each funnel stage, resulting in 10,000 new student registrations in three months and a 30% reduction in Cost Per Acquisition. High view-through rates on educational content demonstrated strong audience engagement.