Promotion of a free mini-course from a dog training school with the help of YouTube advertising

Lead generation on YouTube

We were approached by a dog training school with a request to promote their mini-course on dog training for online learning in the CIS. The client was interested in increasing the number of users who would take this mini-course for free and subsequently purchase full-fledged training courses. We signed an NDA with them, so we won't disclose their names or the channel name.

$670

advertising budget

3 927

users reached

715

perfect conversions

$0,95

conversion cost

Details

GEO

CIS Countries

Target audience

Women and men, 24-40 years old, dog owners interested in training, young families with children and dogs, newcomers who have recently gotten a dog

Nisha

Cynology Online

The campaign is aimed at expanding its market presence, identifying the target audience and focusing on the right niche. One of the elements of the company’s product matrix is the provision of a free mini-course on dog behavior management, which allows potential customers to learn how to train a dog and make a decision on whether to buy one.

Task

Client: online dog training school
Objective: over 350 applications for the free mini-course
Traffic: YouTube – Video Action
Conversion price: up to $2
Duration of work: 4 weeks

We have developed a highly effective strategy based on three very attractive and compelling video ads that will maximize exposure, including driving traffic to our free mini-course. We are confident that this approach will help us attract the maximum number of interested potential customers and significantly increase the effectiveness of our strategy.

Work progress

Analyzing the advertising account and past campaigns

We began by evaluating previous ad campaigns and materials to determine strengths and identify areas for improvement. We checked the settings of the advertising office and Google Analytics to ensure that data was being tracked correctly.

Preparation of materials for the advertising campaign

We assessed the quality of the submitted videos and offered recommendations on editing and creating new materials for advertising. We focused on creating effective scripts with clear calls to action.

Google Analytics settings

Verified that the Google Analytics code was installed correctly and set up goals. Matched campaign data and Google Analytics data to get a complete picture of campaign effectiveness.

Web site evaluation

Evaluated the quality of the website to which the traffic will be directed. Suggested improvements to increase conversion.

Target audience analysis

Identified the needs and pains of the target audience. Developed a unique selling idea for the funnel. Selected motivating factors to inspire customers and help them achieve their goals.

Creating effective scenarios

Developed effective scripts for videos that appeal to the target audience. Offer recommendations on how to edit a promotional video.

Testing and optimization of advertising campaigns

Launched test campaigns to evaluate the effectiveness of various tools. Optimized advertising campaigns according to the results obtained.

Evaluation of results

Tracked metrics such as number of views, conversions, and cost per customer engagement to evaluate campaign effectiveness. Used the data to optimize the campaign.

Analysis and improvement

Analyzed the results and used the insights to improve the next ad campaign.

A strategy for promoting a mini-course from a dog training school using YouTube ads

Our agency was looking for a key strategy that would help us attract a large number of potential customers for our online dog training school. We decided to use YouTube marketing. The YouTube Video Action promotion strategy has many advantages:

1. Wide audience: YouTube is one of the most popular video viewing platforms. More than 2 billion users visit YouTube per month, making it one of the largest and most accessible channels to promote your brand or product.

2. High conversion rate: Videos often attract more attention than text or photos. Learning about a product or brand through video content can convince a potential customer to buy your product or use your service.

3. Flexibility: You can create different types of video content, including commercials, product reviews, how-to videos, video blogs, and more, which can help you capture and retain the attention of your audience.

4. Targeting: YouTube provides a wide range of ad targeting tools. You can select your audience by demographics, interests, behavioral factors, keywords, and choose the ad formats that best suit your brand or product.

5. Tracking results: With YouTube Analytics, you can track metrics such as the number of views, likes, dislikes, comments, conversions, and more. This will help you understand how successful your promotion strategy is and make adjustments to your advertising campaigns.

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

Interests: pets, active lifestyle
Key queries: “dog training”, “how to train a dog”, “online training courses”, etc.
By audience: special audiences, mixed audiences, interested buyers.

Results of the mini-course promotion

Key results

$670

advertising budget

3 927

users reached

715

perfect conversions

$0,95

conversion cost

Our task was to create an emotional connection with people and encourage them to take action. So, we started with three main videos with different types of advertising calls. Our goal was to collect as many registrations for our free mini-course as possible.

Here are the results we got:

Reporting period: 01.12 – 28.12
The budget was used: 670$
Users reached: 3 927
Perfect conversions: 715
Cost per conversion: $0.95

Результаты продвижения

Good results with video advertising for free mini-courses are possible only if the client has a sales team.

Conclusions

Our advertising campaign to promote the free mini-course was extremely successful. Thanks to our efforts to spread the word, we were able to attract hundreds of new students, which confirms the high efficiency of our strategy. An important success factor was the renewal of creatives, which led to a halving of the registration price.

Each video was assigned a unique title, which allowed us to maximize the use of different types of content. We also paid attention to the recommendation to use colorful video covers to draw more attention to our content in different formats.

Overall, our advertising campaign using video content was successful and showed that it is an effective way to engage our target audience. We are ready to use our experience and improve our marketing efforts to promote your brand or product and achieve more success in the future.

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