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Target · Baku

English courses

1 min read

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.

English courses English courses - 2

01The goal

An online English school needed more course applications - through Instagram and through its website.

02What 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.

03Results 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.

04Why 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