Promotion of a Relationship Course with ROAS of 445%: Promotion through YouTube Advertising

Lead generation on YouTube

This case study focuses on cooperation with a client based in Kazakhstan. A relationship coaching company that provides personal development and relationship building services. They are looking to expand their reach and attract more potential clients for their services through YouTube advertising. We signed an NDA with them, so we won't disclose their names and channel name.

$709

advertising budget

1 722

users reached

243

perfect conversions

$3,07

conversion cost

445%

ROAS

Details

GEO

Kazakhstan

Target audience

Women, 25-40 years old

Nisha

Online School of Psychology

The company is based on the personal brand of a psychologist who promotes business through his knowledge and expertise. The company turned to us to develop a strategy for promoting its new product – the Rich Relationships online course, dedicated to the development of high-quality interpersonal relationships. The company already has a product matrix that includes a number of other psychology courses, but our task is to promote the new product on the market as efficiently as possible. The new product matrix includes:

a free 3-day online intensive with practice
basic course;
curation.

We also conducted an initial assessment of various advertising tools that could be used to promote our webinar. After consulting with experts in the field of paid traffic and promotion, we came to the conclusion that the best option to start promoting our webinar was to use video ads on YouTube. We made this decision based on the flexibility and wide range of options offered by the Google Ads account, as well as the opinion of our consultants, who are experts in their field.

Task

Client: psychologist through a personal brand
Objective: more than 100 applications for the online intensive with practice
Traffic: YouTube – Video Action
Conversion price: up to $6
Term of work: 2 months

Our main goal is to test the effectiveness of the promotion and drive more targeted traffic to our sales funnel. To achieve this goal, we decided to run three ads inviting visitors to our online intensive with practice. This will help us attract more interested users. In addition, we developed two remarketing videos to convince those who have already shown interest to come back and learn more about our products and services.

Work progress

Advertising account analysis and audit

We conducted a detailed analysis of the client's advertising account, including previous campaigns and their results. We assessed the quality of advertising creatives, checked the correctness of Google Analytics settings and analyzed the site to which the traffic would be directed. This allowed us to identify growth points and determine key areas for improving the effectiveness of advertising campaigns.

Development of advertising proposal and scenarios

Developed the target audience, offerer and UTP for the course. Wrote scripts for three main lead generation focused videos and two remarketing videos. Provided feedback to the client after the rough shoot to ensure the creatives met our guidelines. Approved the final versions of the videos and prepared the terms of reference for the cover art for the promotional materials.

Setting up targeting and launching an advertising campaign

We set up targeting based on key queries, special and mixed audiences, and interests related to relationship psychology. We chose the Video Action format for advertising, which allows to attract users through a prominent call to action and an overlay with a button to go to the client's website. The campaigns were launched with all settings and recommendations taken into account.

Testing and optimization of advertising campaigns

During the campaign, we regularly monitored results, tested different creatives and targeting types. Optimized budgets and bids to achieve the best result in terms of conversion price. Adjusted scenarios and settings based on the data obtained to maximize the return on advertising.

Reporting and recommendations for further advancement

Prepared a detailed report with key performance indicators, including cost per conversion and ROAS. Provided the client with recommendations on how to further promote the course, including possible improvements to promotional materials and increased targeting to attract new audiences.

Implementation of the relationship progression

Before starting each new project, we attach particular importance to the analysis of the components to identify key areas and priorities. In the process of preliminary preparation, we conduct a thorough analysis of the following aspects

current status of the advertising account and previous campaigns
the quality of advertising materials used in campaigns;
Google Analytics settings;
the website to which the traffic will be directed.

Only after we carry out a detailed analysis of these factors do we start developing a specific project promotion strategy to maximize its effectiveness and achieve the desired results.

Then we proceed to work on the proposal that will be used in the advertisement. This process includes:

development of the target audience, USP, offer;
writing three or four scripts for lead generation;
writing two scripts for remarketing.

When the video is ready:

the client shows a rough cut with minimal editing, and we give feedback on it
then we approve one finished video
give feedback on the finished video
set technical specifications for creating covers for advertising videos. The Video Action advertising format is shown in both instream (pre-roll) and Discovery (recommendations, home page) formats.

We strive not only to arouse the client’s interest, but also to strengthen their trust in us, to help them achieve success and prosperity.

Strategy for promoting the course through YouTube advertising

We have chosen YouTube video advertising as a promotion strategy because it helps to attract attention and convey messages effectively.

Choosing the YouTube Video Action tool for promotion has several advantages. First, it allows you to pinpoint your target audience and achieve specific business goals, such as sales or leads. Secondly, these ad campaigns can be customized based on user behavior on YouTube, which increases the likelihood of achieving goals. Thirdly, YouTube – Video Action provides access to more accurate analytics, which helps advertisers measure conversions and improve the effectiveness of their campaigns.

Besides, YouTube is one of the most popular and widely used social platforms where people watch billions of videos every day. Thus, using YouTube – Video Action for promotion can enable advertisers to reach their audience on a massive platform with a high share of engagement.

We suggested setting up YouTube targeting according to the following criteria:

Special and combined (until February): visiting sites of interest, channels on the topic of relationship psychology
Key queries:“how to understand a man”, “relationship psychology”, “how to find your man”, etc.
By audience: special audiences, mixed audiences, interested buyers.

Results of course promotion using YouTube ads

Key results

$709

advertising budget

1 722

users reached

243

perfect conversions

$3,07

conversion cost

445%

ROAS

To launch the advertising campaign, we used three main commercials and two remarketing videos, which used different types of advertising calls. Our main goal was to attract as many registrations as possible to our online intensive course with practical classes.

Here are the results:

For the first month:

Reporting period: 01.12 – 28.12
Budget used: $345
Users reached: 733
Perfect conversions: 96
Cost per conversion: $3.59

Результаты продвижения за месяц

For the second month:

Reporting period: 01.01–31.01
Budget used: $364
Users reached: 989
Perfect conversions: 147
Cost per conversion: $2.54

Результаты продвижения за два месяця

Total result for 2 months of the advertising campaign:

Reporting period: 01.12 – 31.01
Budget used: $709
Users reached: 1722
Perfect conversions: 243
Cost per conversion: $3.07
At the end of 2 months, the payback of advertising: 445%.

Good results with video advertising for online intensives are possible only if the client has a sales department.

Conclusions

The YouTube advertising campaign for the Rich Relationships psychology course was successful and achieved its goals. It allowed consumers to learn about the course, understand its benefits, and become more confident in their choice. The promotional videos attracted potentially interested public attention, increasing traffic and attracting new customers who want to change their relationships for the better. The advertising campaign used relevant and engaging videos to attract users. The campaign resulted in increased sales of the course and attracted new customers who are still active.

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