PPC Services for UK's Top Rated Coding Bootcamp
The profession of a Software Developer is in demand, thousands of young students and beginner freelancers want to learn how to program and start a career in this direction. The competition in the market for training programmers is high. The education niche is oversaturated. People have a choice and users are becoming more and more demanding of content.
Command Shift (ex.Manchester Codes) is a code school that runs a part-time, online coding bootcamp, teaching full stack software development. Established in 2017 as one of the world’s first part-time coding bootcamps, they’ve taught hundreds of people across the UK how to code. Also they offer lifelong access to career coaching for all of their students, including: help writing the CV and cover letter(s); example technical tests and interview questions; reviewing portfolio and LinkedIn profile; and recommending potential roles and employers.
Also CommandShift provides the INTRO course – free online self-led course. It is intended to give you a taste for coding before you commit to our BOOTCAMP course, and as such needs to be completed before you are able to enroll.
Achieving the right targets for the campaign was a vital component of this project, starting from generating a specific number of leads to sales targets of the courses. It was also necessary to increase brand awareness.
We initiated with basic objectives and progressed in line with the client’s requirements, finally reaching a mutually agreeable point.
Our Starting Point
In June of 2022, our client reached out to us for assistance as their current ads campaigns had hit a plateau and were not yielding the desired results. Despite having a well-functioning website that converted traffic from various sources such as organic and referral, it was discovered during an audit that only four Google Ads campaigns were launched while Facebook campaigns had been completely suspended.
We started by analyzing the website and the product as a whole, collecting data. Typically, the course begins on a specific date, with a gap of 1.5-2 months between each course. As a result, the majority of registrations occur just a few weeks before the course’s start date, leaving little opportunity for lead generation afterward. Consequently, our primary focus was on tracking user behavior on the site and registrations using Google Analytics. We added new conversions to monitor users who signed up for both the Bootcamp course and the Intro course. Additionally, we began tracking other lead-generating actions on the site.
Next, we made some modifications to our offering to emphasize the strengths of our product and customized our communications to cater to clients with different reasons for purchasing a CommandShift course.
Overall, in the process of working on the project, the main emphasis in advertising activity was placed on Google Ads, with the goal of attracting visitors who are already interested in the topic to the site, familiarizing them with information about courses, and obtaining student registration.
Existing search campaigns had a large number of keywords, also there were broad match or modifier match types keywords, which accounted for the majority of the campaign spend.
We changed the campaign settings, collected new keywords using Google Keyword Planner, created new ad groups in existing campaigns, and compiled negative keywords based on search queries. Additionally, we added extensions such as callouts, sitelinks, prices, structured snippets, and promotions.
From July to November, we were able to achieve a 67% decrease in CPL in “Broad” campaigns compared to the period from January to July.
The Alpha campaign is designed to be highly targeted and precise, as it only includes the most effective keywords. This allows for more efficient use of the ads budget and can result in better conversion rates. Additionally, the Alpha campaign can be used as a benchmark to compare the performance of other campaigns and keywords, helping to refine and improve future advertising efforts.
Our Alpha campaign is a separate campaign created based on the most effective keywords identified during the testing phase of other campaigns (except branded). The testing phase involves monitoring the effectiveness of different keywords and identifying the ones that perform best in terms of conversions. These keywords are then selected and grouped together to the Alpha campaign in the exact match type.
The search campaign for the Intro Course was designed to attract individuals who were interested in learning programming through a free course. The goal of the campaign was to generate leads at a low CPL while still maintaining a high conversion rate.
To achieve this objective, the campaign was set up with relevant keywords such as “free programming course,” “learn to code for free,” and others.
The ad copy used in the campaign emphasized the “free” aspect of the course and highlighted its benefits.
Throughout the campaign, regular monitoring and analysis were conducted to track its performance and make necessary adjustments. The campaign was able to achieve a 20% lower CPL than planned. Additionally, the conversion rate remained high throughout the campaign, leading to a successful outcome of attracting cheap leads interested in free programming courses.
Performance Max Campaign
In addition to the existing search campaigns, we decided to launch a Performance Max campaign.This campaign used Google’s machine learning algorithms to optimize ad placements across multiple Google Ads inventory, including search, display, and YouTube.
The campaign’s targeting strategy focused on audience targeting, with the goal of reaching users who had previously shown interest in coding courses or had visited the CommandShift website. Ad creative consisted of a mix of text, image, and video ads that highlighted the benefits of the CommandShift Bootcamp course and its curriculum.
Overall, the Performance Max campaign was able to achieve a CPL that was 30% lower than the target CPL. The success of the campaign is due to a combination of relevant ad copy and effective audience signals.
Overall, the main focus of advertising activity was on advertising on Google. Therefore, when we started working on this project, there were no active campaigns in the Facebook ad account. However, a Facebook Pixel was installed on the website and remarketing audiences were set up.
First of all we launched a remarketing campaign. This Facebook campaign aimed to drive traffic to the website. The campaign included two specific ad groups – website remarketing and social network engagements.
For website remarketing, the campaign targeted users who had previously visited the CommandShift website but did not enroll in any courses. The ads served to remind them about the courses and encourage them to return to the website.
For social network engagements, the campaign targeted users who engaged with CommandShift on social media, such as liking or commenting on their posts. These users were considered more likely to be interested in the courses offered, so the ads served as a way to further engage them and drive them to the website.
The campaign used visually appealing ads with clear calls-to-action to entice users to click through to the website.
By analogy with a campaign on Google, we decided to launch a similar campaign on Facebook.
At first, we created target audience profiles and allocated a small part of the budget to test our hypotheses and identify new working audiences and creatives. We also created unique descriptions and graphic creatives for the ads.
After launching the campaigns, we were able to group the following audiences:
- Career development
- Courses (education)
- Programming languages
As a result, we found out that some creatives and audiences consistently produced good CPL results. Therefore, we could use them as the basis for campaigns, while allocating part of the budget to test new ideas and compare them with the main targets.
Another way to attract leads and increase loyalty was supposed to be webinars. During these open evenings, the organizers give a detailed presentation on upcoming dates, the application process, and what can be done to get started. So we decided to launch a Facebook ad campaign to drive traffic to the webinar registration page.
The campaign objective was set to “Conversions” in Facebook Ads Manager, and the target audience was defined as people who were interested in coding, tech, and web development. The campaign was optimized for conversions, with the goal of driving as many registrations as possible at the lowest possible cost per registration.
Also we used remarketing to reach people who had already visited their website. By targeting people who had already shown an interest in the brand, they were able to increase the likelihood of conversion and reduce the overall cost per registration.
As a result of the campaign, the cost per registration was lower than anticipated, meaning that we were able to achieve their goal of increasing registrations while staying within the advertising budget.
Using the full functionality of Google Ads and Facebook Ads, along with a well-built ads strategy, we achieved a result of 26 closed deals with the same ad budget in just 4 months, exceeding client’s goal by 24%. Additionally, it’s worth noting that we were able to double the number of course purchases in October compared to June.
Here you will find promotion, reach, influence, conversions, sales, subscribers and other rooms. Here you will find promotion, reach, influence, conversions, sales, subscribers and other rooms.