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Google AdsEducation and trainingFeb 2020 to Aug 2021

AnybodyCanBake

1,410 paid enrolments attributed to Google Ads

AnybodyCanBake wanted direct purchases for its online baking courses. MappedSkills managed Search and Display campaigns and made changes to keywords, ads, targeting and landing pages. From February 2020 to August 2021, Google Ads was credited with 1,410 paid enrolments and ₹66.36 lakh in reported revenue.

Client
AnybodyCanBake, Pune, India
Industry
Online Baking Academy
Service
Google Ads
Period
Feb 2020 to Aug 2021
AnybodyCanBake, Google Ads. Helping baking learners take the next step. 1,410 paid enrolments and a 5.24 times return on advertising spend, February 2020 to August 2021. A laptop showing a baking video beside dough, flour and fresh bread.AnybodyCanBake, Google Ads. Helping baking learners take the next step. 1,410 paid enrolments and a 5.24 times return on advertising spend, February 2020 to August 2021. A laptop showing a baking video beside dough, flour and fresh bread.

The problem

Turning interest in online baking into paid enrolments

AnybodyCanBake needed to reach potential learners and turn their interest into direct course purchases. There were no earlier recorded Google Ads campaigns to provide a performance baseline.

  • Reach relevant learners: The advertising needed to connect with people interested in the school’s online baking offering.

  • Give people a reason to enrol: The ads and landing pages needed to help prospective learners understand the offer and take the next step.

  • Measure purchases: The objective was paid enrolments, rather than clicks or enquiry volume alone.

What we did

Work on the ads and the page together

We managed Google Search and Display campaigns with direct course purchases as the objective. The work covered both how people reached the website and the pages they saw after clicking.

  • Keyword changes: We revised the keywords used in the campaigns to support the course-purchase objective.

  • Ad and targeting changes: We changed the ads and targeting to improve how the learning offer was presented to potential students.

  • Landing page changes: We changed the landing pages as part of the same campaign effort, rather than treating the ad click as the end of the journey.

The impact

1,410 paid enrolments and ₹66.36 lakh in reported revenue

Across February 2020 to August 2021, the reported Google Ads results were 1,410 paid enrolments and ₹66,36,000 in revenue on ₹12,66,390 of advertising spend.

Reported figures

Reported figure

5.24×

return on advertising spend. About ₹5.24 of reported revenue for each ₹1 of advertising spend. Calculated from the reported totals, February 2020 to August 2021. Revenue return is not profit.

  • 1,410

    paid enrolments attributed to Google Ads, February 2020 to August 2021.

  • ₹66,36,000

    in reported revenue, excluding refunds, February 2020 to August 2021.

  • ₹12,66,390

    in advertising spend, February 2020 to August 2021.

  • ₹898.15

    cost per paid enrolment. Advertising spend divided by paid enrolments, calculated from the reported totals.

A recreated agency dashboard for AnybodyCanBake, Google Ads, February 2020 to August 2021, in rupees. Paid enrolments 1,410. Advertising spend ₹12,66,390. Reported revenue ₹66,36,000. Cost per enrolment ₹898.15. ROAS 5.24 times. A bar chart compares advertising spend with reported revenue, with the note that revenue return is not profit.

Google Ads · Case study

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