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

Lead generation on YouTube

Our company was approached by a dog training school to promote a master class for online dog training in the CIS market. We signed an NDA with the client, so we will omit the name of the company. The client was aiming to attract subscribers to a bot that would then redirect them to a free master class and close them on buying a course.

$615,96

advertising budget

243 096

users reached

998

perfect conversions

$0,62

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

The client had previously tried to launch an advertising campaign. Working with two previous contractors for YouTube traffic, the client did not get the desired results. That is why our cooperation began with the launch of test ads that lasted a month. The main performance criterion was the cost of the final registration.

Tasks

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 the product and target audience

Together with the client, we analyzed the chain of interaction between potential customers and the bot that redirects to the master class. We worked out a portrait of the target audience, including interests, pains and needs, in order to create accurate and relevant advertising messages.

Optimization of existing advertising creatives

The client provided previously used promotional videos. We offered recommendations on how to optimize them without having to create new videos. We split one long video into three short 30-40 second videos to create more effective and consistent video creative.

Setting up deep analytics (plan for the future)

Recommended that the client set up deep analytics to better track and adjust audiences and understand traffic ROI. The client agreed to do this after confirming the effectiveness of the ads.

Launching a test advertising campaign

Launched a test ad campaign on YouTube using the Trueview for Action format focused on lead generation. The goal was to reach 1000 registrations with a price of up to $1.

Monitoring and optimization of the advertising campaign

During the campaign, we regularly monitored key metrics, adjusted bids, and deactivated ineffective ads and audiences.

Working on a project to promote a master class from a dog training school

Before launching the advertising campaign, we studied how the training chain and the bot that redirected customers worked. Together with the client, we also worked out a portrait of the target audience to better understand the pains and desires of potential buyers.

Since the client already had ready-made promotional videos that he had used in two previous advertising campaigns before working with our agency, we did not write completely new scripts. We gave a few recommendations that the client had to take into account when adjusting the existing videos without having to shoot new ones.

We also suggested splitting one long promotional video into three short videos of 30–40 seconds each, which was ideal for creating consistent video creatives.

When working with autoplay promotion, we always offer our clients to set up in-depth analytics that allow them to track and adjust their audiences, and most importantly, see the payback. This will help to achieve more interaction with the users who buy best. In this case, the price of the webinar itself would be secondary.

The client liked this idea a lot, but since two previous YouTube contractors hadn’t shown good results, the client decided to work with us first on the KPIs he set in terms of the number of registrations and the required price. After achieving these results, he was ready to set up in-depth analytics.

After receiving the finished videos from the client, we proceeded to launch a test campaign on YouTube. Trueview for Action was chosen as the main format for lead generation.

Results of the work for the dog training school

Key results

$615,96

advertising budget

243 096

users reached

998

perfect conversions

$0,62

conversion cost

Overview of the advertising office:

Аналитика канала

The number of views of the advertising campaign amounted to 38.6 thousand, with an average price of $0.016.

Показатель просмотров рекламной кампании

Overview by audience:

Обзор в разрезе аудиторий

Conclusions

In the end, the client was satisfied with the results of the promotion, as they met his goal. We managed to attract people to the master class, which, after closing, led to the purchase of a paid course. We plan to continue cooperation and promote the client’s next launches.

Before the start of work for the second month, we worked on setting up deep analytics and from the second month we can already see the direct payback of traffic.

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