Same creatives. Same offers. Just much better media buying.
Let me take you through it β
We've been in touch with the brand in question for a while yet only worked on strategy because they already have an agency. We started looking into YouTube and why they weren't going harder on it.
We took the part of assembling which creatives to test, for which products, how it would make sense to structure it in the account, launched everything on YT, and made it so it would be easy to just take into the account with links etc.
When things were happening too slowly or just being handled poorly. We took over everything on YT.
We had one major goal; get ROAS up
And one major challenge to achieve it; we were in the middle of prime Q4, so we needed to act fast
To keep it short: everything was just all over the place.
To make it a little bit longer: you need to think about how and where you launch, combining it with the overall settings.
Which target works well with the advertised products in the campaign?
Are you launching everything in a way that makes it possible to determine what is working?
The problem wasn't the creatives, it was the media buying. A lot of the creatives were actually good. You can always do more and better creatives of course, but you should also be able to get something out of the ones you have (if they are any good).
But in a lot of places for this brand the creatives were just being launched everywhere. Same ads in multiple places, campaigns, ad groups and even ads... This causes 2 issues:
1. You can't set proper targets
2. You can't determine what is working, when you see results
The second main problem we identified was that some ads actually were launched a better way, but it was just not being looked after. Some campaigns had great results, but just were left on a low budget and not scaled.
We started with grouping ads together based on which product they advertised, which category it was in, and what the target CPA would be.
We took this and remade campaigns into new ones based on the above as well as made sure the videos were not running inside multiple ads.
We grouped ads together for story+landscape, but only if they were literally the same ad. Not 3-4 different videos in the same ad anymore. And not multiple different stuff being advertised in the same place.
1. Video campaign main: main ads which we knew could perform. This was ads advertising the products in general, so should be split out together.
2. Demand gen main: same type of ads as above + some more product specific. This had been running for a while with good results. We scaled it up, and removed a lot of duplicated videos so that we could actually start determining what worked and steer spend.
3. Category 1, testing campaign:
4. Category 2, testing campaign:
5. Category 3, testing campaign:
Essentially in all of these we tested 2 things; ads and products. Which products could work on YT? And which ads for those products?
Our new structure didn't generate much different results at first (after all it was the week right after BW), but it allowed us to do one major thing differently.
Determine what was working.
Within the main campaign, we could analyze the ads hard as well as soft metrics.
- View time, CTR, CPA & ROAS
In the testing campaigns, we could identify what had potential.
Based on this we were able to:
β Push targets harder
β Turn off ads not performing
β Turn testing campaigns into dedicated campaigns for the products that performed
β Request and launch more ads to test for the products that did perform
β Scale up what performed
β Drop spend on what didn't
Add on: We also were quick to request new dedicated Christmas ads which was coming up. Which was a big mistake not doing for Black Week by the agency running it then.
But YT Roas was almost twice as high when we ran it.
And briefly summarized this was what we did to achieve it.
More from this author
Recent Threads
Iβve recently seen a lot of people criticizing smaller indie projects for releasing merchandise or doing kickstarter funding to fund their projects. T...
I compiled all the specific references I noticed in May's moveset! #γ€γγ #g_bd #g_bdr #GBDR https://t.co/PvNHzH6yj6
taekook taguan ng anak au wherein jk received a surprising gift from their xmas partyβ¦ [ christmas special π] https://t.co/WY3C450KpV
@HitWithAHeart I hear him before I see him. The weight of his steps on the stairs. Slower than usual. Measured. Like heβs already bracing for whatev...
(1/7) I'm not going to do a full trailer breakdown for Zach Cregger's Resident Evil film, since we have an early form of the script you can place a lo...
Nikola Jokic is 0-6 against 50+ win teams in the playoffs. https://t.co/l5hCeVCoUj
Popular Threads
Please retweet and share if you support my and others' vaccine injury recoveries. https://t.co/y8xNWwRUOO
These are the 41 most powerful tenants of Tateism for a man to live by. Wether you are Christian, Muslim; It doesnβt matter if you are strong, weak...
Top-40 Footballers with Most Goal Contributions (Goals + Assists) in history. [ A MEGA THREAD ] https://t.co/gAb3QcqdYQ
1. There are more people added on the list of arrests and executions of famous people but no further intel is available at this time. ARRESTS and EXE...
The ICT Mentorship Core Content Month 1 Summarized: https://t.co/6tXJxPMDhm
Top 20 Players with the most goals + assists in football history, only players with assists available (following the Opta criteria for assists) Seaso...
