Gaining More Traction on YouTube through Paid Ads

/ Case Study - PPC, SEO

/ The Brief

Gaining More Traction on YouTube through Paid Ads

An agriculture company needed assistance driving reach and video completions for a video series on their YouTube channel. Using in-stream, bumper and discovery ads, the team was able to efficiently exceed benchmarks and improve the brand’s overall organic presence by also incorporating paid ads on YouTube.

/ Highlights

55MM Impressions
55% Completion Rate
$0.04 Cost Per Completed View

/ Challenge

The Problem

An agriculture company produced a “Tech at Work” video series for its YouTube channel, but saw few views and low-channel engagement despite having dozens of videos and a dedicated in-house YouTube team. Their team wanted to expand the reach and video completions in order to see a greater return on their creative investment. However, this proved to be tricky since most of the video content was longer than 5 minutes, which often loses the user’s attention unless they are highly invested or are already brand loyalists.

/ Solution

What we did

The True Independent Holdings team recommended multiple paid ad placements on YouTube to meet the client’s goals. View in-stream and bumper ads with the “Tech at Work” video was recommended to increase awareness, with the goal of encouraging users to watch the full series on the client’s YouTube channel.  Furthermore, the users who either watched the full bumper ad or 30 second in-stream videos would be captured in the brand’s retargeting pool so they could be retargeted with other relevant content in the series. 

Additionally, the team recommended adding in Discovery ads that would appear in the YouTube search results and YouTube video suggestions. In this placement, users are redirected to watch the full video on the brand’s channel page, thus meeting the goal of increased video views. 

Despite a quick turnaround time, the team was able to achieve outstanding results from the campaign. At an approximately $100,000 investment, the ads were able to drive more than 53 million impressions across the United States and Canada at an average completion rate of 55%, exceeding the 40% average benchmark. Cost per completed views were also efficient at just $0.04, also outperforming the $0.05 goal. Finally, this investment improved the brand’s overall organic presence, achieving over 100,000 earned views across videos that were not part of the campaign. 

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