Target · Baku
English courses
Targeting for an online school: the audience was expanded to the CIS, a chatbot handled FAQs, traffic was driven to the site and Instagram. CTR up to 9.3%, clicks from $0.03.
Result
95 applications in 10 days
The goal
An online English school needed more course applications - through Instagram and through its website.
What we did
- Widened the geography: the audience was initially limited to Baku, but the school is online and a student’s location is irrelevant - so we added the CIS countries.
- Split traffic into two scenarios: visits to the school’s website and direct messages on Instagram.
- Connected a chatbot that handles prospective students’ frequent questions and moves them on to the school’s site - a manager joins an already warm conversation.
- Used both our own creatives and posts that were already performing on the account.
Results over 10 days
- 95 applications.
- Average cost per enquiry - $1.35 (ranging $0.57-$2.95 depending on the audience).
- Click-through rate on site traffic ads - 9.30%.
- Cost per click to the site - $0.03.
Why it matters
This is a clear example of why one number never tells the story: a direct message costs more than a site visit, but it also behaves differently. Splitting traffic into two scenarios, plus a chatbot absorbing routine questions, gave the school a steady flow of applications on a controlled budget. Campaign run in April 2024.
Tech stack
TargetInstagramChatbot