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SplashLearn expands reach with Microsoft Advertising

  Article , Education , Success stories

Edutech player leverages auto bidding to drive user acquisition

Background

With the vision of building an immersive and personalized online learning experience that transforms children into lifelong, fearless learners, Splashlearn is loved by over 40 million learners across 150+ countries. It is trusted by over 750,000 teachers and 77,000 schools and boasts of being the fastest-growing elementary math program in the US.

SplashLearn logo

Over the last few years, Edutech players such as SplashLearn have disrupted the education space by enabling online learning, with an extensive focus on each child’s unique learning needs. The importance of programs such as SplashLearn was further highlighted during the pandemic, as getting children to focus on learning at home became a herculean task for parents. But with the aid of digital apps and learning programs, classes and their associated curriculums are no longer mundane activities. The introduction of gamification in learning has revolutionized interest among children with innovative and enjoyable techniques as they learn while they play. To raise awareness and onboard parents to the app, SplashLearn partnered with Microsoft Advertising.

As a pioneer in the Edutech space, it was important for us to understand the best ways in which we can connect with parents who were looking to empower their children with the right tools for success. Microsoft Advertising helped us carve a perfect digital advertising strategy while continually improving campaign performance. We have not only onboarded new students but also engaged with them through fun learning games and activities.

— Atishay Jain, Senior Manager - Performance Marketing, SplashLearn

The journey

With the diverse range of education offerings available, SplashLearn segmented campaigns based on the classes (K-5), subjects (Math and Reading), type of mobile devices, and regions to match search results. As SplashLearn and its offerings rapidly grew, so did the campaign which was constantly updated with messaging according to the new offerings launched in 2020 such as Pre-K, and the Reading Program. Additionally, the brand identified unexplored areas of potential including exam preparation, home school, and summer school programs, and delivered ads accordingly.

Unique Daily Learning Paths by SplashLearn.

Unique Daily Learning Paths by SplashLearn.

SplashLearn search ad on Microsoft Advertising

SplashLearn's learning program is fully COPPA (Children's Online Privacy Protection Act) compliant. Additionally, in adherence to other child privacy laws, they do not permit re-targeting of their users at all. This was one of the challenges which was overcome by leveraging Microsoft Advertising products and features, which helped SplashLearn meet their marketing objectives.

In the wake of the pandemic in mid-March 2020 when schools were shut down in the US, many parents were concerned about the effects on their children’s education. SplashLearn proactively rose to the challenge to ensure that children were offered learning at home which not only educates but also engages. This early adoption was made possible by the Microsoft Advertising platform where the brand delivered the right message while integrating audience targeting to reach parents across the US. Adding to this, the brand leveraged advanced features such as display advertising on the Microsoft Audience Network and other ad extensions to create awareness for their rebranding from Splash Math to SplashLearn.

SplashLearn search ad on Microsoft Advertising network.

SplashLearn search ad on Microsoft Advertising network.

Impact

To enhance the efficiency of the campaign, the brand optimized regular keyword checks and eliminated negative keywords. The best performing campaigns were promoted through automated bidding to rake in incremental results. Low-performing ads were eliminated, and the overall campaign hygiene was streamlined. Syndication partner optimization ensured further efficiency in driving desired results.

Engaging games and interactive worksheets on SplashLearn.

Engaging games and interactive worksheets on SplashLearn.

The campaign resulted in a 182% increase in the reach, the percentage of leads increased by 267% and the overall conversion rate saw a phenomenal 24% growth, in just one month.

Through our partnership with Microsoft Advertising, we saw incredible results in our digital advertising performance. The early adoption campaign in the US led to an increase in the overall conversion rates while driving the campaign efficiencies incrementally.

— Atishay Jain, Senior Manager - Performance Marketing, SplashLearn

See case summary

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