Promotion of infoproducts: up to $0.74 for registering for a master class

Lead generation on YouTube

In this case study, we will look at the work on the promotion of our client's info products. We have signed an NDA with them, so we will not disclose their names and channel name.

$2 662,43

advertising budget

1 332 228

campaign impressions

$0,007

average display price

3 423

perfect conversions

$0,74

conversion cost

Details

GEO

CIS Countries

Target audience

Women and men, 24-35 years old, dog owners interested in training, young families with children and dogs, newcomers who have recently gotten a dog

Nisha

Cynology Online

The client’s company offers dog training courses and has a number of online products in its product matrix:

auto-webinar – master class;
2 free lessons;
basic course;
curation.

All these products are included in one funnel. First, a potential customer sees a video with an invitation to a webinar, then receives two free lessons, and then is offered to purchase the main course.

Task

The goal of the promotion is to get more targeted traffic to the entrance to the funnel. That is, to launch a video with an invitation to a webinar.

The client had already tried promotion through Facebook and other social networks. But these platforms brought registrations at a rather high price – from $1.8 to $2.5 for a free product. Therefore, it was decided to consider a new source of traffic, namely YouTube.

Client: online dog training courses
Objective: over 3000 registrations for the online webinar
Traffic: YouTube – TrueView for Action
Conversion price: up to $2
Term of work: 1 month

Work progress

Analyzing and preparing to launch an advertising campaign

We analyzed the advertising cabinet, evaluated the client's past campaigns, the quality of materials for advertising, the correctness of Google Analytics settings and the state of the website to which the traffic would be directed. This allowed us to identify the main areas of work and prioritize tasks to improve the effectiveness of the campaign.

Proposal and target audience development

Studied the needs and behavior of the target audience, formed a unique selling proposition (USP) for each of the client's products, and developed market positioning. Prepared scripts for promotional videos to attract attention and effectively convey key messages.

Selecting and customizing the YouTube ad format

We chose the TrueView for Action format, which allows us to increase the number of potential customers through a prominent call to action and overlay button. We set up targeting by location, interests, key queries and audiences to ensure that ads are shown to the most relevant audience. We also connected a remarketing campaign to work with users who had already interacted with the client's website and YouTube channel.

Launch and optimization of advertising campaigns

Launched three main commercials and one remarketing video with different types of calls to action. The main goal of the campaigns was to get registrations for a free master class. Regularly monitored the results of the campaigns and made necessary adjustments to optimize the conversion value.

Strategy for promoting information products through YouTube advertising

We chose to promote our products through video marketing. As this tool helps to attract attention and convey the message qualitatively.

We chose the TrueView for Action format for advertising. It allows you to increase the number of potential customers and conversions with a catchy call to action, an overlay* with a headline, and an ending screen saver in your ad.

An overlay in an ad is a button that appears on top of the ad. Clicking on it takes the user to the advertiser’s website or another platform.

Пример оверлей в рекламе

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

Location: dog trainer blogs, dog training tips, etc.
Interests: pet products, pet lovers, dog lovers, etc.
Key queries: “training”, “how to wean…”, etc.
By audience: special audiences, mixed audiences, interested buyers.

Additional features.
It is relevant to connect a remarketing campaign on YouTube. It will be shown to users who have interacted with the website and YouTube channel.

Results of the master class promotion

Key results

$2 662,43

advertising budget

1 332 228

campaign impressions

$0,007

average display price

3 423

perfect conversions

$0,74

conversion cost

We started the launch with three main videos and 1 remarketing video, where we used several types of advertising calls. The main goal was to get a registration for a free product.

Результаты рекламного продвижения

Результаты по устройстам

Conclusions

During the reporting period, the campaigns showed good results. CPL was reduced by 5% compared to other platforms. In this situation, we managed to drive more conversions at a lower cost, which in turn gives us a good prospect for further growth. In the future, we plan to work on expanding our reach, as we have reached the limit in the set targeting during this campaign.

If you are interested in promoting your business on YouTube, don’t hesitate to contact 4Limes! Leave a request and our specialist will contact you shortly for a consultation.

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