Customer Stories

New Skills Academy: A 205% Increase in CTR

New Skills Academy is a leading online e-learning platform offering continuous personal development courses. With a mission to facilitate career progression and skill acquisition for over 800,000 students, they stand as one of the largest accredited e-learning environments in the UK.

Business size
LinkedIn ads
Amazon ads
TikTok ads
YouTube ads
Google ads
Instagram ads
Facebook ads

The Challenge

As New Skills Academy rapidly expanded its course offerings across diverse categories like fitness, hospitality, and dog training, their marketing team faced a daunting challenge. With a small team, they struggled to keep pace with the demand for highly differentiated ads required to promote their growing catalog effectively. The conventional ad creation process was labor-intensive, time-consuming, and financially draining, threatening to impede the company's growth trajectory.

The Creative

New Skills Academy had previously struggled with being able to source professional looking content and editing the ads for their brand specifications. They had to go through many iterations before even publishing their ads. As Digital Marketing Manager, Jamie Morgan, described it: 

"We previously used royalty free and stock videos, and edited them together…and then you realize that it looks just took so long and we as a business couldn't keep creating video content, it was actually hurting us."

By leveraging Pencil's capabilities, New Skills Academy could generate batches of high-quality ads tailored to each course category within minutes, eliminating the constraints of manual creation.

“We needed Pencil because we knew it could quickly produce many iterations of videos, edit them quickly and launch them to our social media channels.”

The Result

New Skills Academy saw a staggering 205% increase in click-through rate (CTR) compared to their baseline figures and an impressive 187.95% improvement in return on ad spend (ROAS).

The average cost per acquisition (CPA) saw a significant reduction of 18.70%, translating to substantial cost savings for the company. Pencil's predictive capabilities empowered the marketing team to identify winning ads swiftly, enabling them to scale campaigns with precision and efficiency.

Enterprise Features
Brand safety and AI controls
AI Magic Tools
Enterprise-friendly terms.
Professional-grade editor
Direct platform integrations
Data ringfencing & “No Train” policy
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