Social Media Ads for Bakedemy Online Courses
Date
August - 2020
Client
Bakedemy, Pune
Client Profile
Industry
Online Education (Baking Academy)
Company Size
10-20 employees
Target Audience
Aspiring bakers and hobbyists interested in learning baking skills, primarily young adults and women across India
Geographic Target
Pan-India
Problem Statement
Bakedemy, a Pune-based online baking academy, aimed to scale its reach and increase enrollments for its baking courses. Although they offered a variety of courses and had a small yet loyal following, they needed a strategy to expand their reach to new audiences and drive cost-effective enrollments. Their goal was to use paid social media ads to increase visibility, attract more high-intent visitors to their website, and convert interest into enrollments.
Business Goals
Increase course enrollments for online baking courses, enhance brand visibility, and build a loyal audience interested in baking education.
Challenges
Niche Audience Targeting
Finding and engaging potential students interested in baking required precise targeting, as Bakedemy’s baking courses catered to a specific interest.
Low Brand Awareness
As a relatively new academy, Bakedemy online baking courses needed to build credibility and awareness in a competitive market with well-established baking schools.
High Cost-Per-Sale (CPS)
Previous attempts with digital marketing had resulted in a high CPS, reducing profitability and scalability.
Ad Fatigue
Given the targeted nature of the audience, ad fatigue was a concern, requiring ongoing creative refreshes to maintain engagement and interest.
Strategy and Tactics
A targeted social media ad campaign was crafted to increase enrollments by focusing on segmented audience targeting, engaging ad creatives, and optimized retargeting efforts.
Services Provided
Audience Segmentation and Targeting
Created detailed audience segments based on demographics, interests, and behaviors, targeting users with interests in baking, cooking, and online learning. Lookalike audiences were created using data from Bakedemy’s baking courses’ existing customers to reach a broader audience similar to their current students.
Engaging Ad Creatives
Developed visually appealing ad creatives, including carousel and video ads showcasing course highlights, sample recipes, and student success stories. Videos featuring baking tips and recipes were used to engage users and build interest in the courses.
Retargeting with Offers
Implemented retargeting baking course campaigns targeting users who visited the website or engaged with ads but hadn’t enrolled. These ads featured limited-time discounts, trial classes, and testimonials to encourage conversions.
A/B Testing and Campaign Optimization
Conducted A/B tests on ad formats, images, copy, and call-to-action (CTA) buttons to identify top-performing combinations. Continuous optimization was done to lower CPS and increase enrollments.
Tools and Technologies
Facebook Ads
for broad reach, audience targeting, and retargeting capabilities
Instagram Ads
to leverage visual appeal and engage a younger audience interested in baking tutorials and recipes
Facebook Pixel
to track website actions, optimize ad targeting, and measure conversion data
Messenger Ads
to enable direct inquiries, allowing potential students to ask questions and build trust in Bakedemy’s offerings
Results & Metrics
Enrollment Growth
Increased course enrollments by 70% within three months of the campaign launch.
Cost-Per-Sale (CPS) Reduction
Reduced CPS by 40% through precise audience targeting and retargeting efforts.
Click-Through Rate (CTR)
Improved CTR by 55%, showing higher engagement due to targeted ads and compelling visuals.
Website Traffic Increase
Boosted website traffic by 60%, with the majority of new visitors coming from social media ad campaigns.
Before & After Comparisons
Metric
Before
After
Monthly Enrollments
20
35
Cost-Per-Sale (CPS)
₹2485
₹1491
Click-Through Rate (CTR)
2.4%
3.7%
Monthly Website Traffic
10,000 visits
16,000 visits
Conclusion
Bakedemy online baking courses effectively leveraged paid social media ads to boost enrollments, build brand awareness, and connect with a larger audience interested in baking. Through targeted audience segmentation, engaging ad creatives, and retargeting strategies, the campaign achieved a substantial increase in sales and brand visibility while reducing CPS, positioning Bakedemy as a trusted name in online baking education.
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