The Tarot Magic of YouTube Advertising: How We Got 845 Registrations for a Free Tarot Video Course with an ROI of 346%

Lead generation on YouTube

We were approached by a client who provides tarot training through marathons, webinars, and consultations. Before working with us, he already had his own YouTube channel with 25,000 subscribers and experience with other traffic sources.

$1 126

advertising budget

8 161

users reached

845

perfect conversions

$1,36

conversion cost

346%

ROI

Details

GEO

Ukraine, Turkey, Kazakhstan, Moldavia, Lithuania, Bulgaria, Poland, Romania, Czech Republic, Estonia

Target audience

Women, 20-35 years old

Nisha

Online tarot school

Previously, the client had already run ads to attract subscribers to the channel. However, the client wanted to scale their business and use YouTube as a lead generation tool. We signed an NDA with the client, so we won’t disclose the names and channel name.

Task

The client contacted us with a request to promote their services with a free video course. The goal was to attract the target audience to a free video course on tarot card interpretation via a chatbot on Telegram.

Client: Tarot reader
Objective: get over 500 subscribers to the free course
Traffic: YouTube ad format Video Action
Conversion price: up to $2 (including VAT)
Duration: 1 month
Payback: >300%

Work progress

Sales funnel analysis and optimization

We studied the client's sales funnel, from attracting clients to the course to signing up for a consultation and paying for the course. We also set up Google Analytics integration with the chatbot platform to optimize ads for the “bot fail” event and keep track of all stages of the funnel. This approach allowed us to accumulate the right number of events and, over time, shift to optimizing ads for product purchase.

Development of advertising campaigns

For successful implementation of advertising on YouTube, our agency has developed 4 individual advertising campaigns. We selected countries on close to the CPM of the ads. This allowed us to set up targeting as accurately as possible and attract the target audience from each country.

Launch and optimization of advertising campaigns

We set up and launched YouTube ad campaigns with texts and utm tags, optimized them and tracked the budget. In the process, we turned off groups and creatives that were bringing expensive results, turned off some display devices and optimized audience groups. In this way, we were able to attract new audiences and deliver consistent results for the client.

Strategy for promoting a free video course with YouTube ads

YouTube advertising has powerful targeting and analytics tools that allow you to optimize your campaigns and increase their effectiveness.

However, it is worth noting that topics related to astrology, astronomy, fortune telling, and tarot are borderline off-limits for YouTube. This can lead to the blocking of the advertising account when using a regular advertising account. Therefore, if you use regular advertising accounts, and especially new ones, there is a high probability that when you start launching advertising campaigns, your advertising account will be blocked after a while. In this regard, we offered the client to use our high-trust advertising account, as we are the official marketing partners of Google. This way, we were able to successfully run the advertising campaign without any blocking or problems.

We also chose YouTube advertising because we have considerable experience with similar projects and know how to use this tool to achieve maximum results. Most professionals set up advertising for an event – “clicking a button on a mini-landing”. But this is wrong. Because between those people who clicked on the button on the LGT (mini-landing page) and those who failed in the chatbot, YouTube video ads usually lose somewhere between 20% and 40% of people. To solve this problem, we set up Google Analytics integration with the chatbot platform leeloo.ai, which allowed us to optimize ads for the “bot failure” event instead of the “clicked on the button” event on the mini landing. This approach ensured more accurate tracking of conversions and increased the effectiveness of advertising campaigns.

Implementation of the promotion of a tarot video course

As part of our YouTube promotion strategy, we set up ads for two main audiences:

a. Remarketing audience.
This is an audience made up of people who have already watched, subscribed to, or liked the channel. We used all possible variations of collecting the remarketing database to maximize the reach of potential interested users. Launching ads for this audience allowed us to increase the engagement of existing subscribers and engage them in a tarot card interpretation marathon via a chatbot on Telegram.

b. Cold audience
We also targeted ads to a cold audience, consisting of users who were not yet familiar with the client’s YouTube channel. This was a target audience developed based on key queries, preferences, and demographic characteristics of potential customers. The launch of advertising for the cold audience helped to attract new subscribers to the channel and expand the audience interested in tarot and the video course on tarot card interpretation.

We suggested setting up YouTube targeting based on the following criteria:

Interests: esotericism, theology, learning tarot cards, card reading, spiritual development, occultism.
Keywords:“tarot lessons”, “free tarot course”, “read tarot spreads”, and more.
By audience: segmented audiences, combined audiences, interested buyers, audiences based on collected competitors’ sites, and similar to site visitors (from analytics).

Results of promoting a free course on YouTube

Key results

$1 126

advertising budget

8 161

users reached

845

perfect conversions

$1,36

conversion cost

346%

ROI

During the advertising campaign, 4 campaigns were tested with a breakdown by geo-region. Groups and creatives that brought expensive results were disabled, and audience groups were optimized. As a result, the subscription cost turned out to be the best for the company in Ukraine, while other geo-regions were in about the same price category.

Reporting period: 07.03-24.03
Budget used: $1 126
Users reached: 8 161
Conversions made: 845
Cost per conversion: $1.36
Return on investment: 346%

Результаты рекламы

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

Conclusions

Thanks to our YouTube advertising promotion strategy and carefully crafted audiences, we successfully attracted a large number of registrations for a free video course on tarot card interpretation. The cost of registration was optimal, and the results of the promotion were amazing. The client was able to achieve significant success in attracting new subscribers and expanding their audience. Our experience with similar projects and the status of a Google marketing partner allowed us to effectively solve the problems associated with the border issues and features of the advertising Cabinet.

Our experience with YouTube advertising has confirmed that it is an effective tool for attracting the target audience and promoting free educational courses. The advertising campaign proved to be effective, as evidenced by the increase in subscriptions and the successful attraction of a new audience. The work with the client is ongoing, and we will strive to further improve the results and expand the reach of the target audience.

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