Blog 5
300% Increase in Organic Sessions YoY 120% Increase in Form Leads YoY Client Name: Adam’s Cricket Academy Niche: Sports Training (Cricket Academy) Location: Australia and India Project Objective What were
300%
Increase in Organic Sessions YoY
120%
Increase in Form Leads YoY
- Client Name: Adam's Cricket Academy
- Niche: Sports Training (Cricket Academy)
- Location: Australia and India
Project Objective
What were the main objectives of the Paid Ads project with Adams Cricket Academy?
Ans – Adams Cricket Academy is an Australia-based cricket Academy that operates in India in collaboration with the Madan lal Cricket Academy.
They both are organizing a 10-day North Indian Schoolboys Cricket Tour to Australia, for which average pricing for players starts from 3,90,045 INR. While the pricing for the parents accompanying on the trip starts from 4,74,167 INR.
Pricing
Per Player
AUD $4650
(Including GST, shared accommodation)
Single Parent
AUD $5850
(Including GST, Single Room)
Two Parents
AUD $9300
(Including GST, shared accommodation)
- To get players who can afford the above prices, they started cricket trials, for which prices were set at 599 INR.
- We aimed to get 300-350 trial registrations for the 6 locations.
Challenges: What were the main challenges faced during the project?
Internal challenges – Before starting the ads –
- 1. Building the digital presence of the Adams Cricket Academy across Social Media ( Facebook, Instagram )
- 2. Setup the website from scratch for the Trial Event Registration and online payment features
- 3. Payment confirmation email with registration details needs to be set up on automation.
- 4. We created 50+ creatives with multiple versions, 15+ reel versions, and 20+ stories for social media and the paid ads with constant revision requests from the client as the venue and timing for the trials changed 3-4 times.
- 5. The Meta ads account was new without any previous data available for the Indian Market.
External challenges –
- There was no payment gateway available to collect the Trial fees from the registrants, so we set up a payment gateway, in our case we set up the Razorpay link on an urgent basis.
- The client was very adamant about using certain text on the creatives, which increased the text on the creatives for the meta ads.
- The biggest challenge was we had less than 10 days to start the campaign.
Solutions Implemented:
- Solution 1: We created a website on an urgent basis with the registration details, payment page, and payment gateway integration.
- Solution 2: We set up automation of the mail from the Razorpay backend to our email software to send confirmation mail with all the registration details for all the successful registrants on an immediate basis.
- Solution 3: For Meta ads - Before starting the ads, we set up Facebook pixel ID on the website and the Razorpay payment page. We created a custom conversion to track the performance. we started testing ad sets on the interest and broad targeting - under which we tested image and video. We also ran similar testing city-wise for the trial registrations. Our testing brought us winners for the images and video creatives, which we scaled immediately. Once we get the first 100 registrations (Purchase) mapped on the Facebook pixel, we immediately created the LLA (Lookalike audience) and our CAC (Cost of acquisition) dropped significantly while registration numbers increased.
- How successful was the project overall? Provide a summary of the outcomes and impacts.
Our Trial registrations generated 342 registrations within 10 days and the client got more numbers of cricketers qualified for the Australian tour than their planned numbers.
- Analytics: - What metrics and analytics were used to measure the success of the project?
- Conversion metrics - Ad amount spent - 1,62,599 INR approx (AUD 2950.71) (Exchange rate as of 11th June 2024)
- Lead Generated - 342
- CPL (Cost per lead) - 475.43 INR/ registration
- Trail fees - 599 INR
- Total amount generated - 2,04,858 INR
- Razor Pay Dashboard
- Meta Ads Account Dashboard
- Points to Note
-What are the key takeaways or lessons learned from the project?
Ans – It was an exciting journey for us as we all love cricket and being part of the live cricket selection trial event registration and creating live images, testing, and getting better results within a short span of 10 days is an incredible feat for all the team members.
– Any noteworthy observations or feedback from the client?
Ans – The client was very happy and they asked us to stop registration for a few cities in advance as they can’t take more trial registrations as their requirements for the tours were already matched. Overall it was a very good experience for both of us.
