Hi there,
I'm happy to give you some initial thoughts and guidance on your paid advertising strategy for your memory training courses. It sounds like you've got a good foundation with organic reach, but paid advertising is the way to go to really scale things up. I've worked with quite a few elearning businesses, so I have a fair bit of experience with this, and have a few thoughts on how you can approach this.
We'll need to look at the target audience...
The first, and probably most important, thing to consider is your target audience. Who are you trying to reach? It's no good just blasting ads out to everyone and hoping for the best, it's much better to target people who are already likely to be interested in what you're offering.
Think about who would benefit most from your memory training courses. Are they students looking to improve their grades? Professionals wanting to boost their career? Older adults hoping to keep their minds sharp? Once you have a clear idea of your target audience, you can start to narrow down your targeting options on the various ad platforms.
I would test and see which targeting options perform best on each platform. For example, you can use interests like "memory improvement", "brain training", or "personal development" on Facebook and Instagram. On Google Ads, you can target keywords like "how to improve memory", "memory training courses", or "best memory techniques". It is important to consider that the algorithm often needs some time to learn who it is best placed to show your ads to for optimal performance. So it's always a good idea to be patient in the first few weeks.
Don't be afraid to experiment with different targeting options and see what works best for you. You can also create lookalike audiences based on your existing customers or website visitors. This can be a great way to reach new people who are similar to your best customers.
I'd say you want to have a clear value proposition...
Once you've got your targeting sorted, you need to make sure your ads are actually compelling. What's going to make someone click on your ad and sign up for your course? You need to have a clear and concise value proposition that explains the benefits of your memory training courses.
Think about what problems your courses solve. Do they help people improve their grades? Boost their career prospects? Keep their minds sharp as they get older? Focus on the benefits, not just the features. Instead of saying "Our course teaches you memory techniques", try saying "Improve your memory and boost your grades with our proven memory training course".
Also, make sure your ads are visually appealing. Use high-quality images or videos that capture attention and convey your message effectively. Test different ad formats and see what works best for you.
I remember one client in the eLearning space for whom we achieved a 447% Return On Ad Spend in just one week by creating ads that highlighted the benefits of the course and used visually appealing images. By making it clear what the customers would get out of it, this allowed the ads to convert efficiently.
You probably should not forget tracking conversions...
This is a critical part that people often forget - you need to be able to track your conversions so you know which ads are actually working. Without conversion tracking, you're just throwing money at the wall and hoping something sticks.
Set up conversion tracking in Google Analytics and link it to your ad platforms. This will allow you to see which ads are leading to sales, sign-ups, or other important actions. Use UTM parameters to track the performance of your ads across different channels.
Once you have conversion tracking in place, you can start to optimise your campaigns based on the data. Pause or adjust ads that aren't performing well and focus on the ones that are driving results. This will help you get the most out of your budget and improve your ROI.
I've detailed my main recommendations for you below:
| Area | Recommendation |
|---|---|
| Target Audience | Identify your ideal customer and narrow down your targeting options on ad platforms. Experiment with lookalike audiences. |
| Value Proposition | Develop a clear and concise value proposition that explains the benefits of your memory training courses. Focus on the problems you solve. |
| Ad Creatives | Use high-quality images or videos that capture attention and convey your message effectively. Test different ad formats. |
| Conversion Tracking | Set up conversion tracking in Google Analytics and link it to your ad platforms. Use UTM parameters to track ad performance. |
| Optimisation | Continuously monitor your campaign performance and make adjustments as needed. Pause or adjust underperforming ads and focus on the ones that are driving results. |
You'll need to think about your budget...
Finally, you need to think about your budget. How much can you afford to spend on paid advertising? It's important to start small and gradually increase your budget as you see results. Don't try to do too much too soon.
I would recommend starting with a small budget and testing different ad platforms, targeting options, and ad creatives. Once you find something that works, you can start to scale up your budget gradually.
Also, don't be afraid to pause or adjust your campaigns if they're not performing well. It's better to cut your losses and try something new than to keep throwing money at a losing cause.
I remember one campaign we ran where we achieved 45k+ signups at under £2 cost per signup for a client in the software, events, sports, and eLearning space. In my experience, platforms like Meta Ads tend to work well for eLearning companies.
Running effective paid advertising campaigns can take time and effort, and the best results come from working with someone with expertise in scaling campaigns. If you'd like to discuss this in more detail and perhaps get a free consultation, feel free to reach out - just book a call in my bio.
Regards,
Team @ Lukas Holschuh
