Introduction:

Enedu is a company that provides both in-person and online courses for physiotherapists. They approached our agency a year ago to enhance their promotional activities on Google and Facebook platforms.

Objective:

The main objective was to increase brand awareness, build strong reach, and target the right audience groups to improve the effectiveness of their sales campaigns.

Strategy:

Strong Reach Campaigns: At the beginning of our collaboration, we focused on building brand awareness through robust reach campaigns. Our goal was to reach as many individuals as possible who might be interested in Enedu’s courses. These efforts laid a solid foundation for future campaigns.

Audience Segmentation: As we executed the promotional activities, we started segmenting the audience groups to tailor our ads to their specific needs. We divided the audience into three categories: new users, individuals who had prior interactions with the brand, and existing customers. This allowed us to personalize the communication and ad content for each group.

Refining Audience Segmentation: Throughout the year-long campaign, we continuously fine-tuned our audience segmentation. We shifted our focus to target ads specifically to physiotherapists interested in specific course categories, rather than broadly addressing the entire group. This approach yielded greater effectiveness and increased audience engagement.

Testing and Optimizing Ad Formats: We closely monitored the performance of different ad formats and utilized the most effective ones. By leveraging the accumulated data and analyzing the results, we created new ads that further enhanced their attractiveness and effectiveness.

Results:

After a year of collaboration with our agency, the sales campaigns on Facebook delivered an average monthly return on ad spend (ROAS) of 20.

Summary:

Through a strategic approach to Facebook advertising, Enedu gained greater brand recognition, reached the right audience groups, and achieved a high return on ad spend. Audience segmentation, personalized ad content, and optimized ad formats contributed to these results.

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