The Skills of the Wise
Informational support for the state program of additional professional education for the pre-retirement people.

The program includes 129 skills to learn in 692 educational institutions in all regions of Russia.
Client
Goal
State program of education and retraining for pre-retirement people
Time-limited The Skills of the Wise program audience growth of over 100000+ target website users.
Objective
Creating ad campaigns for pre-retirement people who are interested in additional education programs and training courses. Targeted by certain ages and cities where the program is present.
Strategy
We developed a detailed promotion strategy for each of the three channels.
Targeted at meeting the constant demand for specific programs and retraining in general, among people of pre-retirement age.
Search ad campaigns
We have chosen My.Target platform for the popularity of the "Odnoklassniki" social media platform and Mail.ru group projects among the target audience in Russian regions.
Targeted advertising
The purpose of the campaign was not limited to attracting leads for participation. We actively used display advertising with custom creatives for each city to increase knowledge about the program among the target audience.
Advertising Network
Semantic Core
In terms of the project, we have collected a semantic core - a set of requests for displaying banners, text, and text-image ads.
Процесс оптимизации
Adding negative keywords
We selected negative keywords and phrases to get only high-quality traffic and exclude impressions for inappropriate queries.
Adding negative keywords
We selected negative keywords and phrases to get only high-quality traffic and exclude impressions for inappropriate queries.
Testing display strategies and managing bids
We selected the optimal strategy within the specified budget and cost per click.
Targeting and interests testing and selection
Selected display sites
Disabled ineffective and low-quality sites, such as Yandex external networks, mobile applications, sites with irrelevant content to receive targeted traffic, save budget and reduce bounce rates.
Selected display sites
Disabled ineffective and low-quality sites, such as Yandex external networks, mobile applications, sites with irrelevant content to receive targeted traffic, save budget and reduce bounce rates.
Text and Graphic Ads
More than 1000 creatives were created for each city of the program demonstrating the courses available.
Results
The results that we achieved during the 18 days of the advertising campaign
146 826
targeted conversions in 18 days of the running campaign
High occupancy race for skill courses
Our advertising campaign allowed us to fill in the courses in some regions for several months in advance
46%
over fulfilled the plan within the budget
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