ABA English
Education (online English learning) · International · B2C
Spanish company founded in 2007 with an online English learning platform based on educational videos. Six levels, native teachers.
Acquire registrations for the platform across nine countries simultaneously — Spain, Italy, France, the UK, the US, Mexico, Germany, Poland and Canada — plus an international campaign for the rest of the world, in five different languages.
The operational challenge was maintaining strategic consistency while accommodating the specifics of each market: search behaviour, messaging and acquisition costs differ by country. Managing this with a native or bilingual team in each market was the only way to maintain acquisition quality.
SEM campaign structures (Google Ads, Display and Bing) managed by native or bilingual optimisers in each market. Continuous tests guided by clear KPIs to adjust campaigns market by market. The client gave operational freedom to try new options and readjust based on data.
Mexico was the best-performing market: in under a year, 200,000 registrations, LTR above 9% and registration-to-sale conversion above 18%.