Promoting Office Furniture with YouTube

Ведение контекстной рекламы

We were contacted by a company that sells executive chairs. We signed an NDA with the client, so we won't disclose the name of the company.

515,40 $

advertising campaign budget

477 048

impressions of the advertising campaign

11 060

clicks

169

conversions

3,05 $

cost of conversions

sales

300 $

average check

Details

GEO

Ukraine

Target audience

CEOs and owners of companies, managers and top executives, office buyers and supply chain managers

Niche

Online store of office furniture

The client has a full-fledged online store, but at one point they received a flagship product that needed to be sold as soon as possible. Therefore, the company created a separate landing page for this product and decided to direct traffic to it.

It was with this task that the client contacted our company. After analyzing the product and competitors, we proposed several hypotheses for promotion. In the end, it was decided to use YouTube advertising, as the client had already tested other channels.

The task

Client: an online office supply store
Product: chairs for executives
Objective: increase sales with a price per conversion of up to $25
Source of traffic: Trueview for Action

Work progress

Product analysis and goal setting

The client created a separate landing page for their flagship product, an executive chair. The main task was to quickly drive traffic to this page and ensure lead generation. We suggested using the TrueView for Action ad format on YouTube, as it allowed us to interact with the target audience more effectively.

Selecting an advertising format and preparing a campaign

We chose the TrueView for Action format because it was best suited for directing traffic to a single landing page without the need for e-commerce and Google Merchant. The client had already provided us with commercials that we optimized for YouTube. To do this, we: Selected keywords and phrases for targeting. Set up special audiences based on interests and demographics. Determined the most suitable devices for displaying ads.

Managing and optimizing an advertising campaign

After launching the ads, we constantly monitored the results and made adjustments. We disabled ineffective creatives and audiences, which allowed us to reduce the cost of conversions and increase their number. Continuous data analysis ensured a gradual decrease in the cost per lead.

Working on an online office furniture store project

The client had a new flagship product, for which they had created a separate landing page and wanted to test YouTube traffic on it for further lead generation. However, in this case, a simple filling out of a special form on the landing page was considered a conversion, after which the store’s sales department contacted the potential buyer.

There are two types of YouTube ads that are used for lead generation for online stores:

– TrueView for Action
– TrueView for Shopping

Of course, it is advisable to use the TrueView for Shopping format for an online store, but it will be effective only if the store has e-commerce set up and Google Merchant enabled. Our client did not have this.

And since we had to direct traffic from YouTube to a separate landing page, we decided to choose the TrueView for Action ad format.

The client had already prepared commercials in advance, which we had to optimize by selecting the right keywords and devices for display and building a specific audience.

After the launch, we monitored the performance of the ads, adjusting them by disabling ineffective creatives and audiences.

Results of office furniture promotion

Key results

515,40 $

advertising campaign budget

477 048

impressions of the advertising campaign

11 060

clicks

169

conversions

3,05 $

cost of conversions

sales

300 $

average check

Our actions have resulted in the following indicators:

Reporting period: 27.05.2021-08.06.2021
The budget has been used: 13,730.20 UAH
Clicks: 11 060
Conversions: 169
Cost of conversions: 81.24 UAH / $3.05
Sales: 43
The average check: $300

Overview of the advertising office:

Conclusions

During the test period, the ads showed good results. Advertising in the TrueView for Action format proved to be successful, and we managed to fulfill the client’s main requirement – to achieve an average cost per conversion of no more than $25.

By eliminating ineffective ads and untargeted audiences in the course of the campaign, we saw a gradual decline in the cost of conversions and an increase in their number.

The client was satisfied with the result of the work done and decided not to stop working with us. In the future, they plan to provide an online payment option on the landing page and update the product catalog, after which we will connect analytics and promote new product items with TrueView for Shopping ad campaigns.

If you want to promote your business with YouTube advertising campaigns, don’t hesitate to contact 4Limes.

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