TestPro
Somehow, suddenly, a subscriber knocks on my direct with a request - "please take this client." I looked, appreciated and wrote - "of course we will take it, we love it."

This story is about a client of TestPro, online education in the USA, and they teach the profession of testers. But not everything is so simple, this is a campaign that invests $ 100,000 in advertising and we had to go through a difficult selection, which turned out to be quite simple for us and we got to work...

The situation was like this:
‍In this project, the old traffic team worked with us, which recently could not generate payback and therefore they needed new personnel. We have seen what the problem is. The guys ran out of hypotheses for working with advertising and they played the most primitive advertising.

And what was before us in numbers?
‍- Advertising budget — $40-50.000 per month
- Increased KPI by 2-2.5 times
- A maximum of 3-4 creatives worked per launch
- Payback - 100-150% (not higher)

Task:
- Bring leads to KPI - $ 7-11 for registration
- Invest from 50.000$ per month
- Payback in 250%

What have we done?
‍We began to study the target segments of this online product and there were quite a few of them. Then we realized that with such volumes we have the opportunity to test many different offers and approaches in creatives, which we did.Only for the first launch, we made 15 offers, here you can see our strategy in the photo, but I warn you that it will not work, it is large-scale.We worked in detail with offers and sorted out what makes sales and what doesn’t. We also used marginal rates to stay within the KPI limits. We implemented both ABO and CBO optimization to test at a distance. We segmented all countries and target segments. We also created a new landing from 0 (with a conversion of 30%) And many more chips that led us to such results
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What are the results?
‍- Invested budget - $ 350.000
- Leads received — 31.818 registrations
- Payback (depending on the launch) - 150-300%