Promoting a Marathon for Medical Services on YouTube

PPC Campaign Management Services

Our agency was contacted by a production center that was ready to launch a new direction for its client - a free online health marathon. We signed an NDA with the client, so we won't disclose the name of the company.

$974,41

advertising campaign budget

511 106

impressions of the advertising campaign

3 980

clicks

544

conversions

$1,79

cost per conversion

Details

GEO

Ukraine

Target audience

People seeking to improve their health and quality of life, people with chronic diseases or a predisposition to them, people looking for alternative methods of recovery

Niche

Medicine

The marathon itself included a free master class on improving health with a closing link to a paid version of the course. The client was set up to engage participants in a bot that would then redirect them to a free master class and convert them to purchase the course.

The task

Client: production center
Product: free health marathon
Objective: Test run – 500 registrations with a price of up to $1.5
Source of traffic: YouTube

Work progress

Project analysis and goal setting

The client asked us to organize the promotion of a free health marathon. The marathon included a master class followed by a closing for the sale of a paid course. Our goal was to engage the target audience in a short time and direct them to participate in the marathon through a bot that, after registration, would lead participants to the final offer of a paid course.

Preparing to launch an advertising campaign

First, we studied the marathon structure and product features in detail. After that, we analyzed the target audience, which allowed us to create three main segments for targeting. Based on the target audience data, three scripts were written for different video creatives, as well as two scripts for remarketing. This helped test different approaches and select the most effective communications.

Set up and launch an ad campaign

We chose the TrueView for Action ad format, which was ideal for attracting the target audience to the marathon's landing page. After receiving the video material from the client, we launched a test ad campaign. Additionally, we set up analytics using GTM and Google Ads conversion codes to track registrations and further optimization.

Campaign management and optimization

In the course of the campaign, we promptly tracked the effectiveness of advertising, disabled non-target audiences, and tested new approaches. Despite the limited timeframe, we achieved high results, but the cost of subscription was higher than originally planned due to the short duration of the campaign.

Working on the production center project

At first, before the launch of the advertising campaign, our team studied how the marathon was organized. Then we moved on to developing a portrait of the target audience, which helped us to create the right advertising messages.

After identifying the segments to be targeted by the campaign, we started writing scripts for the commercials. As a result, we had three full-fledged lead generation scenarios for three different audiences, as well as two remarketing scenarios. This approach helps to test different messages and choose the best combinations for scaling an advertising campaign.

After receiving all the footage from the client, we launched a test campaign on YouTube. TrueView for Action was chosen as the main campaign format for lead generation.

Results of the marathon promotion

Key results

$974,41

advertising campaign budget

511 106

impressions of the advertising campaign

3 980

clicks

544

conversions

$1,79

cost per conversion

The results of the work performed were as follows:

Reporting period: 02.06.2021-13.06.2021
The budget has been used: 25,960.56 UAH / $974.41
Clicks: 3 980
Conversions: 544
Cost per conversion:47.72 UAH / $1.79

Overview of the advertising office:

Conclusions

While working on the promotion of this marathon, we had to gather the required number of audience members in a very short time, which affected the final cost of conversion.

The subscription price could not be kept within $1.5, as there was a significant increase in the budget, and the period of the ad campaign was short. Also, due to time constraints, it was not possible to fully launch the remarketing campaign – it only had time to work for 1 day, and Google did not have time to gather a sufficient number of audiences. The neural network was initially targeted at the audience that was set up to simply register for the marathon without further purchasing the entire course.

There are two fundamental differences in launching an ad:

“Launch – when you need to gather the maximum audience by a certain date.
Auto-web or auto-marathon – when advertising runs for a whole month, and we have the opportunity to train the neural network properly. The training means that the neural network finds the audience that does not just register for the webinar/marathon but buys directly, so the client does not have a question about the registration price.

At the Launch stage, it can be difficult to keep the cost of registration low because we need to get a large number of leads in a very short period of time.

If we compare the Launch with auto marathons (auto webinars), the registration price for the Launch will always be 20-60% higher than during an auto marathon (auto webinar) – this is something to consider in your work.

Therefore, we always recommend

setting up deep analytics;
making a launch;
understanding which audiences buy best from you;
turning a marathon or webinar into an auto-webinar or auto-marathon;
scaling advertising to audiences that bring a return of 300% or more.

This algorithm is a standard requirement for any online educational project.

Based on the above, the client agreed to further cooperation, which meant that we would not make any drastic changes to the budgets, but would continue to work with remarketing (which brings cheap conversions). We will also carry out optimization work until the KPIs are achieved.

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