Taking advantage of the lockdown online learning boom

3 min read

In the early days of the COVID-19 pandemic, we all knew that the education sector would be impacted by the changes, and straight away we began to see that online learning was about to take off in a huge way.

Google Trends shows that interest in online learning reached its highest ever peak in March this year, with searches for ‘free online courses’ increasing nine times since the same period in 2019:

According to Kantar, 78% of Millennials (who are naturally more likely to work in positions or industries that are at risk) say that their household income has or will be impacted by the coronavirus pandemic. Furthermore, 40% of GenZ and 38% of Millennials say they are focusing on their personal development, so eLearning and upskilling during lockdown could pave the way for the career changes of tomorrow.

Case study: promoting online courses in creative AI

We are currently running a campaign exploring the ways in which AI is changing the creative industries, and how professionals can develop their career in creative AI through a range of free online courses. These courses challenge users to expand their existing skills and learn something entirely new.  

By opting for search and social advertising, the language and copy used were critical when needing to resonate with those who are interested in up-skilling themselves. From “build your portfolio”, through to “develop new career skills” and “essential skills” allowed the ads to land with those in that particular market. Understanding the audience the institution was looking to attract and meeting the objectives of the campaign.

Results

Although the campaign is far from over, the response has been fantastic so far with over 25,000 course enrollments to date at a CPA 91% lower than the target.

What should we learn from this?

This campaign demonstrates the success of running online courses promotion when users are receptive to (and actively looking) upskill themselves. Many institutions have been promoting their online learning offer, and some have even introduced free online modules and short-course versions of their existing degree programmes. And it’s not too late to jump on board with this trend and try something similar - you can take the first steps with our blog on Online Course Promotion 101 and sign up to our webinar on 14 July at 2:30 pm to find out more. 

If you’d like to speak to our experts about advertising your online courses, get in touch with us today.