Social Media Ads for Anybodycanbake: Online Baking Academy
Date
June - 2016
Client
Anybodycanbake, Online Baking Academy, Pune
Client Profile
Industry
Online Education (Online Baking Academy)
Company Size
10-20 employees
Target Audience
Baking enthusiasts and aspiring bakers across India interested in learning eggless baking
Geographic Target
India
Problem Statement
Anybodycanbake, an Online Baking academy specializing in eggless baking courses, aimed to increase direct sales of its courses through social media marketing. While their Online Baking courses attracted strong interest, converting this interest into sales at scale remained a challenge. The academy needed a paid social media campaign focused on maximizing conversions, reaching a broader audience of baking enthusiasts, and achieving a lower cost per sale.
Business Goals
Drive direct Online Baking course sales through social media ads, boost brand visibility, and reach a larger audience of home bakers and beginners across India.
Challenges
Niche Audience Targeting
Identifying and reaching a specific audience interested in eggless baking required precise targeting.
Limited Brand Awareness
As a growing Online Baking academy, Anybodycanbake faced the challenge of standing out in a competitive online education market.
High Cost-per-Sale (CPS)
Previous social media campaigns had resulted in a high CPS, making it difficult to generate sales cost-effectively.
Ad Fatigue
Given the relatively narrow target audience, ad fatigue became a concern with repeated exposure, requiring continuous creative refreshes to maintain engagement.
Strategy and Tactics
A targeted social media ad strategy was developed to boost direct sales for Anybodycanbake’s Online Baking courses. The campaign focused on audience segmentation, high-conversion ad creatives, and retargeting tactics to drive conversions and achieve a lower cost per sale.
Services Provided
Audience Segmentation and Targeting
Developed specific audience segments of Online Baking courses based on interests, demographics, and behaviors, targeting those interested in baking, eggless recipes, and Online Baking learning—leveraged lookalike audiences to reach new users similar to existing customers.
Compelling Ad Creatives
Created visually engaging ad formats, including carousel and video ads, that highlighted Online Baking course benefits, customer testimonials, and eye-catching images of eggless baked goods to capture interest and drive sales.
Retargeting Strategy
Implemented a retargeting Online Baking Courses campaign to engage users who had previously visited the website but had not yet purchased. These ads highlighted course discounts and limited-time offers to encourage conversions.
Mobile Optimization
Improved mobile responsiveness to ensure that users on mobile devices had a seamless experience, contributing to reduced bounce rate.
Tools and Technologies
Facebook Ads
for broad reach, detailed audience targeting, and retargeting options
Instagram Ads
for visually-driven engagement, particularly among younger audiences interested in Online Baking Courses.
Facebook Pixel
for tracking on-site actions, optimizing retargeting, and measuring conversions
Messenger Ads
to provide direct communication and answer inquiries from prospective customers, leading to higher conversion rates
Results & Metrics
Sales Growth
80% increase in direct Online Baking course sales within the first four months of the campaign.
Cost-Per-Sale (CPS) Reduction
Achieved a 35% reduction in CPS through optimized targeting, creative refreshes, and effective retargeting.
Click-Through Rate (CTR)
Improved CTR by 50% due to A/B testing and ad creative enhancements.
Engagement Growth
Increased engagement rates (likes, shares, comments) by 60%, particularly for video and carousel ads that showcased baking techniques and student testimonials.
Before & After Comparisons
Metric
Before
After
Monthly Sales
100
180
Cost-Per-Sale (CPS)
₹500
₹325
Click-Through Rate (CTR)
2.2%
3.3%
Engagement Rate
4%
6.5%
Conclusion
Anybodycanbake successfully used paid social media ads to increase Online Baking course sales, boost brand awareness, and build an engaged online community. By focusing on audience segmentation, compelling ad creatives, and retargeting, the campaign achieved significant sales growth while reducing CPS, making it a scalable, cost-effective marketing solution.
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