Promotion of a Master Class from a Dog Training School Using YouTube Advertising

PPC Campaign Management Services

A dog training school contacted our company to promote a master class for online dog training in the CIS market. We signed an NDA with the client, so we are not disclosing the name of the company.

$608.23

advertising campaign budget

243,096

users covered

998

perfect conversions

$0.61

cost per conversion

Details

GEO

Large cities of the CIS

Target audience

Dog owners who want to train their pets, families with pets, lovers of an active lifestyle with dogs

Niche

Cynology online

The client was interested in attracting subscribers to a bot that would then redirect them to a free master class and guide them to purchase a course.

The client had previously tried to launch an advertising campaign. Working with two previous contractors for YouTube traffic, the client did not get the desired results. That is why our cooperation began with the launch of test ads that lasted for a month. The main performance criterion was the cost of the final registration.

Tasks

Client: a school of dog trainers
Product: free online dog training master class
Target: 1000 registrations with a price under $1
Source of traffic: YouTube

Work progress

Project analysis and goal setting

The client asked us to attract participants to a free master class in order to close the sale of the course. The master class was promoted through a bot that redirected users to the master class. The client had previously worked with other contractors, but did not achieve the desired results, so our cooperation began with a test advertising campaign on YouTube.

Preparation of advertising materials and video editing

The client already had ready-made promotional videos that had been used in previous campaigns. We audited these materials and made recommendations for adjustments without the need to shoot new videos. It was suggested to split one long video into three short videos (30-40 seconds), which are better suited for YouTube and help in the consistent display of creatives.

Setting up analytics and preparing an advertising campaign

We offered to set up in-depth analytics to more accurately track audience behavior and traffic ROI. However, the client decided to test the campaign with the initial goal of achieving KPIs in terms of the number of registrations and cost per conversion. We launched the campaign, choosing the TrueView for Action format to maximize lead generation.

Campaign management and optimization

In the course of the campaign, we tracked the effectiveness of the commercials, adjusted bids, and disabled ineffective audiences and creatives. This allowed us to reduce the cost of conversion and increase the reach of the target audience.

Expert comment

Before launching the advertising campaign, we studied how the training chain and the bot that redirected customers worked. Together with the client, we also developed a portrait of the target audience to better understand the pains and desires of potential buyers.

Working on the dog training school project

Since the client already had ready-made promotional videos that they had used in two previous advertising campaigns before working with our agency, we did not write completely new scripts. We gave a few recommendations that the client had to take into account when adjusting the existing videos without having to shoot new ones.

We also suggested splitting one long promotional video into three short videos lasting 30-40 seconds, which were ideal for creating consistent video creatives.

When working with autoplay promotion, we always offer our customers to set up in-depth analytics that allows them to track and adjust audiences in the future, and, most importantly, see the payback. This will help clients achieve greater engagement with the users who buy best. In this case, the price of the webinar itself would be secondary.

The client liked this idea very much, but since two YouTube contractors had not shown the proper results before, the client decided to work with us first on the KPIs they had set in the form of the number of registrations and the required cost. After achieving these results, they were ready to set up in-depth analytics.

After receiving the finished videos from the client, we proceeded to launch a test campaign on YouTube. TrueView for Action was chosen as the main campaign format for lead generation.

Results of the master class promotion

Key results

$608.23

advertising campaign budget

243,096

users covered

998

perfect conversions

$0.61

cost per conversion

The results of the work performed were as follows:

Reporting period: 22.05. – 22.06.
The budget was used: 45 044,91 ₽ / $608.23
Users reached: 243,096 people
Conversions made: 998
Cost per conversion: 45 ₽ / $0.61

Overview of the advertising account:

The number of views of the advertising campaign amounted to 38.6 thousand, with an average price of 1.17 rubles / $0.016.

Overview by audience:

Conclusions

In the end, the client was satisfied with the results of the promotion, as they met the task they had set. We managed to attract people to the master class, which led to the purchase of a paid course after the event. We plan to continue cooperation and promote the client’s next launches.

Before starting work on the second month, we set up in-depth analytics, and from the second month on, we can already see the direct payback of traffic.

Interested in promoting yourself by launching an advertising campaign on YouTube? Leave a request, and our specialist will advise you in detail.

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