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Boost Prep — Online Exam Prep
EdTech / Test PrepAvg CPP: ~$30Best CPP: $15-$25Improvement: 32% vs $44
Online test preparation (HESI/TEAS)
Platform: Meta Ads (Facebook / Instagram)
Overview
The brand needed to lower cost-per-purchase while ensuring Meta reported only the two target SKUs (HESI/TEAS). Initial tracking was noisy; non-target sales inflated results and misled optimization.
Challenges
- Noisy attribution & wrong SKU credits
- Prospecting underperforming without clean signal
- Hit ≤ $30 CPP (ideally ≤ $25) without sacrificing volume
Strategy
Event hygiene: CAPI plugin + strict order/course ID match → custom conversions per course (HESI/TEAS). Account restructure: colder prospecting where viable; once signal cleaned, increase retargeting (viewed content/cart/LP viewers). Creative Engine (weekly): tutor POV, score-lift angles, motion explainers, testimonial snips; rapid hook iteration. LP alignment: course-specific sections improved post-click relevance and CPP.
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