Attracting an audience to a nutrition marathon: 2,138 participants at $2.6 per subscription. ROAS 518%

Work on attracting an audience to the nutrition marathon

The following steps were taken to launch the free 5-day online marathon:

• Analysis and segmentation of target audiences

To launch the marathon, we analyzed and segmented target audiences. By focusing on newcomers to nutrition, we were able to fine-tune our marketing campaigns to meet their interests and needs:

• health maintenance – those who care about their nutrition;
• problem solving – those who have any problems with the gastrointestinal tract;
• Overweight – those who want to reduce their weight without exhausting diets;
• family health – those who want to improve their family’s diet and make it healthier.

• Creation of advertising scenarios

To create scripts for advertising videos, we follow a specific structure:

Viral beginning: The video begins with an exciting or emotionally appealing moment that is designed to grab the audience’s attention and spark interest in further viewing.

Transition to the middle: After a compelling introduction, we move to the middle of the video, where we briefly and clearly present the main information about the service(s). Here it is important to be clear and concise so that the message is understood by the viewers.

Emphasize the call to action: The video ends with a bright and clear call to action. The purpose of this stage is to encourage the viewer to take specific actions after watching the video.

We also prepared recommendations for shooting and editing the video. Instead of the author always being close to the camera, we suggest alternating plans: combining close and distant angles to create dynamics. This may include using one device for recording with the ability to change focus and perspective, instead of two devices. This approach can improve visual perception and make the video more engaging.

To increase audience engagement, we recommended using animated elements and pop-ups that can include useful information, testimonials, or even videos with screenshots from other social platforms. This will add more interactivity to the content and help engage the audience.

Preparing and launching an advertising strategy

At this stage, we move on to collecting audiences and setting up ads. We put more emphasis on gathering “special audiences” that will contain manually collected keywords by groups, links to competitors’ websites, YouTube channels, and more.

We also advised our client to optimize his video content strategy to increase the effectiveness of his advertising campaigns. We recommended focusing on creating 3 multipurpose videos instead of 5, which can be adapted for both horizontal and vertical formats. The use of multi-purpose videos will allow for more efficient use of resources and time, while maintaining high quality content.

Testing a new type of campaign

At this stage, we focused on the European consumer audience. This allowed us to specialize our approach and better adapt our advertising strategies to the cultural characteristics and interests of this geographic group.

The main innovation of this stage was the testing of a new type of campaign called Demand Generation in Google Ads. This type of campaign offers unique opportunities:

• Leveraging similar audiences: We used our existing audience data to create new similar audiences. This allowed us to expand our reach by reaching out to new potential customers who have similar interests to our core audience.
• Dynamic work with texts and creatives: our team developed a number of creatives that dynamically changed depending on the audience’s response. This means that instead of static display of the same advertising message, we used different combinations of texts, images, and videos to attract the audience’s attention.
• Optimized targeting: Instead of focusing on demographic data, as is done in traditional campaigns, we focused on audience interests. This allowed us to more accurately reach those people who are most likely to be interested in our services.

During testing, we saw a significant improvement in campaign performance. The optimization and dynamism of the new type of campaign allowed us to reduce the cost of customer acquisition, improve the quality of leads, and increase the overall volume of traffic to our resources. In addition, we noted greater engagement with the audience, which indicates that our advertising strategy is highly relevant to the needs of the target audience.

Scaling problems and their solutions

During the launch, we faced the problem of scaling in a short time. Each time we tried to increase the budget, the cost of subscription increased significantly, and there was not enough time for optimization due to the peculiarities of advertising campaigns. For future launches, we plan to scale with several advertising accounts, where each account will have its own target groups and creatives. This will allow us to manage advertising campaigns more efficiently and achieve better results with optimized analytics.

Testing new advertising formats

Additionally, we implemented and monitored a new type of campaign called Demand Gen in Google Ads. This allowed us to analyze the effectiveness of advertising campaigns in real time and adjust our strategies to increase ROI.

In October, Google’s Ads Account was updated. For example, a new type of campaign called Demand Gen was introduced for video ads. This campaign type supports both video format and banner ads (formerly Discovery) and is displayed on YouTube, Google, and Gmail.

As for video ads, this type of campaign is shown on the following platforms: the main page of YouTube recommendations in the mobile version, YouTube In-Stream (when watching videos on mobile and on PC), YouTube Shorts in the mobile version on the main page of Google search recommendations.

This is a new traffic format and shows better results compared to display ads, as they are shown on Google platforms. Google recommends using one of the campaign goals: sales, leads, traffic. You should use LGT as a landing page. This ad format is dynamic. In one video ad, you can add 5 videos, 5 short titles, 5 long titles, 5 descriptions, and a logo, and the algorithms will show different combinations and optimize for the best options.

One of the advantages of this type of campaign is the ability to create similar audiences (for example, based on a database or form submission analytics), which was not possible before. And also the fact that optimized targeting works more correctly and has fewer unnecessary clicks and low-quality leads (since campaigns are not shown on partner sites, but only on Google sites). We conducted several tests and saw positive results.