Promoting a marathon for medical services on YouTube

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 – the campaign ran for only 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 aimed at simple marathon registration without further purchasing the entire course.

There are two fundamental differences in the launch of advertising:

1. “launch”, when you need to gather the maximum audience on a certain date
2. 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 is based on the fact 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 registration cost low because we need to get numerous leads in a very short period of time.

If we compare the Launch with car marathons (autocrosses), the registration price for the Launch will always be 20-60% higher than during a car marathon (autocross) – this should be taken into account in your work.

That is why we always recommend

• set up deep analytics;
• make a launch;
• understand which audiences buy from you best;
• turn a marathon or webinar into an auto-webinar or auto-marathon;
• scale 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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