Promotion of a master class from a dog training school with the help of YouTube advertising

Lead Generation on YouTube for Tarot Courses: max ROAS of 1,416.04%

In the previous case, we described the promotion of a dog training school, in this case, we will show how the indicators have changed after optimizing test advertising campaigns.

128,4%

ROAS

$786,99

advertising budget

335 447

users reached

57 600

ad views

$0,014

average viewing price

1 452

perfect conversions

$0,54

conversion cost

Details

GEO

Major CIS cities

Target audience

Dog owners interested in learning and training, dog lovers planning to get or have recently gotten a pet, professional canines and training instructors

Nisha

Cynology Online

You can read the past case study in more detail at this link.

Previously, when working with this project, we were limited to working on certain KPs without implementing deep analytics. Therefore, before the new period, we worked on

setting up analytics
optimize past advertising campaigns
adding new audiences for testing
correction of creatives that performed worse

Task

Client: a school of dog trainers
Product: free online dog training master class
Target: 1000 registrations with a price under $1
Source of traffic: YouTube

Work progress

Analyzing and setting up deep analytics

We started by setting up deep analytics to ensure we could track user actions at every stage of the sales funnel, from master class registration to purchasing a paid course. This allowed us to effectively manage ad campaigns and more accurately measure return on investment (ROAS).

Optimization of past advertising campaigns

We analyzed previous results and identified weaknesses in advertising campaigns. Based on this analysis, we optimized campaigns, improved targeting, and made adjustments to creatives that had shown poor performance. This included adding new audiences and eliminating those that were not delivering the expected results.

Testing new audiences

We added new audiences for testing based on an updated target audience portrait and deep analytics data. This helped us identify more targeted user groups and lower the cost per conversion.

Correction of video creations

We analyzed the current video creative and made adjustments to those that did not reach the target indicators. As a result, the updated video campaigns became more adapted to the preferences of the target audience, which had a positive impact on the campaign results.

Launching an advertising campaign

After making all the necessary changes and optimizations, we launched an advertising campaign using the Trueview for Action format. This format allowed us to effectively attract the target audience and motivate them to register.

Expert comment

We already had an understanding of how the master class is organized and the logic of the bot, which redirects the client to click and buy a full-fledged course. When working on the promotion of auto-launching master classes, we always offer the customer to set up in-depth analytics that allow us to further track and adjust the audience. This will help to achieve more interaction with the users who buy best. In this case, the price for registering for the webinar itself will be secondary. The previous time, the client refused such a service, but with repeated cooperation, he reconsidered his view on this idea. Therefore, we started setting up analytics before launching the test campaign.

Results of the master class promotion

Key results

128,4%

ROAS

$786,99

advertising budget

335 447

users reached

57 600

ad views

$0,014

average viewing price

1 452

perfect conversions

$0,54

conversion cost

Additional customization of in-depth analytics had a positive impact on the results of the advertising campaign, and we ended up with the following indicators:

Reporting period 23.06–29.07
Budget used: $786.99
Users reached: 335 447 people
Perfect conversions: 1452
Cost per conversion: $0.54

Overview of the advertising office:

Обзор рекламного кабинета

The number of views of the advertising campaign amounted to 57.6 thousand, with an average price of $0.014.

Показатель просмотров рекламной компании

Overview by audience:

Обзор в разрезе аудиторий

Conclusions

Before starting work on the second month, we set up in-depth analytics and from the second month we have already seen the direct return on traffic. During the reporting period, we managed to achieve a ROAS of 128.4%, but these calculations did not take into account the lion’s share of the income generated by Google Ads. ROAS of 210%, taking into account the position in the chain of interactions (the most targeted indicator).

In the end, the client was satisfied with the results of the promotion, as they met his goal. It is recommended to continue working on optimizing advertising campaigns to achieve better results. You should also set up the transfer of the value of associated conversions to Google Ads to get a more complete picture when optimizing your ad campaigns.

Are you interested in promotion by launching an advertising campaign on Youtube? Leave a request and our specialist will advise you in detail.

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