If we consider conversions broken down by advertising channels,

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Then in search campaigns brought us almost a third of the total number of conversions at a cost of $5.1, which is within the framework of the $5–6 per conversion calculated by the KPI. In the Display Network, the cost per conversion exceeded this figure, amounting to $6.6, so we disabled it after the test period.

The Performance Max campaign brought us the cheapest conversions at $0.56 (368 conversions in total). The Smart campaign brought us a few conversions - 76, but the cost remained low - $2.56 per conversion.

As a result, on average, each conversion in Google Ads cost us $2.77.

As for the Meta Ads channel, on average, conversions through this channel cost $5.28, el salvador telegram with a total of 349 conversions (note: the total budget also included the budget for promoting posts where we did not record conversions).

Chart from Google Analytics (from which sources - paid and free - we received traffic for the period from April 1 to the end of August 2022)


Also among the goals above, we mentioned increasing brand awareness for Compass College.

(the graph shows the growth of branded queries in Google search from April-May 2022 and the peak in July, when the promotion was carried out)


Conclusions
Based on the results of a four-month period of promoting college services, we can conclude that in this topic, both search campaigns and Performance Max in Google Ads, as well as promoting college services on Facebook|Instagram, brought results - depending on the goal, it is necessary to identify the most converting audiences by testing various hypotheses and launch messages with the right CTA, creatives on these hot leads and scale these campaigns.

When working with projects in the educational niche, it is important to understand how long the decision-making process of potential clients may take before conversion occurs. If, as in our case, we are talking about a check of several thousand dollars, this process can be delayed and it is important to use the advertising capabilities of Google, Meta or other channels to the maximum, constantly testing and refining them.

In the future, as the transfer of events from CRM to Analytics is configured using Measurement Protocol, we will be able to more accurately determine the source of leads and optimize campaigns more efficiently and, accordingly, improve results.