Challenge:

Scholab Overseas Education grappled with the challenge of striking a balance on social media—maintaining an active presence without overwhelming their audience. With an initial average weekly reach of 2,500 and daily engagements hovering at approximately 100, the need for an enhanced strategy was apparent.

Approach:

Recognizing the importance of an engaging ad, we took a measured approach to elevate Scholab’s digital marketing strategy.

Testing and Optimization:

1. Introduced Facebook A/B testing to refine creative elements and copy for improved audience engagement.
2. Focused efforts on Key Page Visitors, tailoring content for the most impactful audience segments.

Results:

1. Over the campaign duration, the average weekly reach almost doubled, reaching a solid 5,000.
2. Daily engagements experienced a moderate increase, growing from around 100 per day to a respectable 250.

Audience Targeting:

Strategically directed efforts towards audiences identified as Key Page Visitors, ensuring content resonated effectively.

Budget Scaling:

Implemented a cautious budget scaling approach, with incremental increases. Maintained a healthy Return on Ad Spend (ROAS) of 4.8x.

Facebook Ads Metrics:

1. Click-Through Rate (CTR): Improved from an initial 1.2% to a more engaging 3.8%
2. Cost Per Click (CPC): Decreased by 30%, from 12 INR to 5 INR.
3. Conversion Rate: Increased by 40%, from 2.5% to 6%.

Google Ads Metrics:

1. Impressions: Saw a notable increase, from 50,000 to 75,000 weekly.
2. Click-Through Rate (CTR): Improved by 10%, from 1.5% to 1.65%.
3. Cost Per Click (CPC): Reduced by 12%, from 14 INR to 12 INR.

Key Learnings:

1. Quality Over Quantity: – Emphasized the importance of an engaging ad over excessive posting, promoting a more authentic and trustworthy brand image.
2. Audience-Centric Approach: – Tailored content to Key Page Visitors, recognizing the significance of engaging with influential segments without overwhelming them.
3. A/B Testing for Optimization: – Leveraged A/B testing to refine creative elements and copy, ensuring the ads resonated effectively without overwhelming the audience.
4. Gradual Budget Scaling: – Avoided drastic budget increases to maintain stability in well-performing campaigns, preserving a healthy ROAS and CPA.

Conclusion:

By strategically implementing Facebook A/B testing, focusing on influential audience segments, and adopting a cautious budget scaling approach, Scholab Overseas Education achieved notable improvements in reach and engagements. The detailed metrics showcase the tangible success, indicating a positive shift in both Facebook and Google Ads performance. This approach not only presented a more measured and trustworthy brand image but also demonstrated the effectiveness of a balanced and thoughtful approach to digital marketing, enhancing Scholab’s position in the competitive landscape.