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

PPC Campaign Management Services

In the previous case study, we described the promotion of a dog training school . In this case study, we will show how the performance has changed after optimizing the test ad campaigns (you can read more about it via this link).

$786.99

advertising campaign budget

57,600

views of the advertising campaign

$0.014

average price per view

335,447

users covered

1,452

perfect conversions

$0.54

cost per conversion

Details

GEO

Large cities of the CIS

Target audience

Dog owners interested in training, families with pets, professionals and active dog lovers

Niche

Cynology online

Previously, when working on this project, we limited ourselves to working on certain KPIs without implementing deep analytics. Therefore, before the new period, we worked on:

setting up analytics
optimizing past advertising campaigns
adding new audiences for testing
correcting creatives that performed worse

Task

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

Analyze and customize deep analytics

Based on our previous experience with the client, we realized that in-depth analytics were needed to manage their advertising campaigns more effectively. This time, the client agreed to customize the analytics, which allowed us to track user behavior, their interaction with the bot, and conversions at all stages of the sales funnel. We set up analytics to analyze all stages in detail, including associated conversions, to understand which audiences yield the highest return on investment.

Optimization of advertising campaigns

After analyzing the results of the first campaign, we optimized the advertising creatives, removing those that showed low efficiency. We also added new audiences for testing, including segments that had not been tested before. We improved targeting by including additional parameters, such as user interests, behavior, and online activity, to increase the accuracy of our reach.

Launch of an updated advertising campaign

After all the optimizations and analytics settings, we launched an advertising campaign using the Trueview for Action format. This allowed us to direct traffic to the landing page with further conversion in the bot, where users took a master class and were closed to buying the full course.

Managing and monitoring an advertising campaign

We constantly monitored the results of the campaign through the Google Ads account and deep analytics data. We turned off ineffective creatives, adjusted bids for audiences with high conversion costs, and focused on the audiences that brought the most results.

Expert comment

We already had an understanding of how the master class is organized and the logic of the bot to which the client is redirected to click and buy a full-fledged course.

Working on the dog training school project

When promoting auto-launching master classes, we always offer our clients to set up deep analytics that allows them to track and adjust their audiences in the future. This will help clients achieve greater engagement with the best-buying users. In this case, the price for registering for the webinar itself would be secondary.

The previous time, the client refused such a service, but with repeated cooperation, they changed his mind about this idea. Therefore, before launching the test campaign, we started setting up analytics.

TrueView for Action was again chosen as the main campaign format for lead generation.

Results of the master class promotion

Key results

$786.99

advertising campaign budget

57,600

views of the advertising campaign

$0.014

average price per view

335,447

users covered

1,452

perfect conversions

$0.54

cost per conversion

Additional customization of deep analytics had a positive impact on the results of the advertising campaign, and as a result, we got the following indicators:

Reporting period: 23.06. – 29.07.
Budget used: 58 273, 87 ₽ / $786.99
Users covered: 335,447 people
Conversions made: 1452
Cost per conversion: 40 ₽ / $0.54

Overview of the advertising account:

The number of views of the advertising campaign amounted to 57.6 thousand, with an average price of 1.01 rubles / $0.014.

Overview by audience:

Conclusions

Before starting work on the second month, we set up in-depth analytics and from the second month, we can already see the direct return on traffic. During the reporting period, we managed to achieve a ROAS of 128.4%, but this calculation did not take into account the lion’s share of the income generated by Google Ads. ROAS of 210%, taking into account the position in the chain of interactions (the most targeted indicator).

In the end, the client was satisfied with the results of the promotion, as they met the task they had set. We recommend continuing to work on optimizing advertising campaigns to achieve better results. You should also set up the transfer of the value of associated conversions to Google Ads to get a complete picture when optimizing your ad campaigns.

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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