Advertising channels we used: Google Ads, Meta Ads

[email protected] · Post by **[email protected]** » Wed Jan 08, 2025 3:22 am

At the very beginning, it is worth mentioning that this is a B2C project (business-to-consumer), where the main target audience is the parents of schoolchildren in grades 9–11 in Bishkek and the future students themselves who want to master a creative profession. In addition, the goals were to attract a small number of IT specialists who want to get into the IT business program, and students who want to change/get a new profession in design and architecture.

Tasks
When launching our advertising campaigns, we focused on achieving the main goal - receiving as many quality applications for admission and acceptance to the college as possible.

A secondary, but no less important goal was also to increase brand awareness of Compass College in Bishkek and surrounding cities.

Period: From April 14 to August 2022

Advertising strategy
We started all the work with an analysis of the website and the services egypt telegram offered, as well as the main USP and competitors.

Attracting applicants to a college where the average check is $5,500/year of study is not a service that can be purchased with 1 click, so our initial marketing goal was to attract interested people to an individual tour of Compass College and their contact with college managers to get more information about the college and its services on the spot and make a further decision. Then the sales managers processed the leads.

Google Ads
Compared to other campaign types, a lot of emphasis was placed on Google search campaigns, as we planned to get the highest quality conversions for targeted search queries.

What queries did we use:

branded: indicating the name of the college and its variations;
target: choose a profession in the field of design, breakdown by design areas;
transactional: stating goals to go to college; choose what to study; choose a college, etc.
competitive: indicating direct competitors.
As a result, based on the results of 4 months of search campaigns, we received the following results: