You get Rs 5 lakh per month to launch a new online course for working professionals. How would you plan the campaign?

What the interviewer wants to hear

• Defines goal, audience and target CPA from unit economics
• Chooses channels by intent and audience
• Splits budget with a test reserve
• Sets up tracking and landing page before spend
• Plans weekly review and reallocation

Model answer

I start with the goal and economics. If the course costs Rs 20,000 and we can spend up to 25% on acquisition, the target CPA per enrolment is about Rs 5,000, which means roughly 100 enrolments. Next I define the audience, for example professionals with 2 to 8 years experience wanting a promotion. For channels, I put about 40% on search for high-intent queries, 35% on Meta and LinkedIn for reaching the audience with lead forms or webinar sign-ups, 10% on retargeting and keep 15% for tests. Before spending, I make a focused landing page, set up key events and CRM tracking and create an email and WhatsApp nurture flow because course purchases take time. I review weekly, cut what is above target CPA after enough data and move money to the best performers.

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