Once we had our optimal YouTube ad settings figured out, we set out to expand the Semrush channel.
Based on past experience, we propose an optimal frequency of seven impressions per day and 10 views per month.
For remarketing campaigns, we base our learning strategy on the size of the target audience. In the upper remarketing funnel, with your large available audience of website visitors and registered users, we implement Google's Maximize Conversions bidding strategy.
The lower stages of the funnel were optimized for cost per view, as the smaller available audience meant machine learning strategies were less powerful.
Over the course of this campaign, it became clear that YouTube advertising not only drove conversions directly, but also contributed to an increase in organic and paid search results.
We saw interest in Semrush in the US grow by an average of 72.6% during a Brand Lift study conducted in May 2021, while interest in our Keyword Magic Tool grew by 120.4%. Another video advertising campaign in Canada generated a 521% lift in organic and paid Google search results.
Since the pandemic restricted our ability to produce new video assets, we needed to improve our conversion metrics without increasing our budget or the number of video creatives we produced.
To accomplish this, our team used a new Google format called Video Action Campaigns, designed to drive lower-funnel actions like website clicks and conversions.
As a result, our ad range expanded, their variability increased, and automated strategies began to learn better from the increased number of conversions.
In the Video Action campaign ads, we found the ideal palette for our new advertising creatives.
In an A/B test, a combination of skippable in-stream ads and video action campaign ads was compared to skippable in-stream ads alone. The combined strategy clearly performed better.
55% lower CPA conversion than the in-stream campaign; 51% lower sign-up cost; 91% less expensive CPM; 3% higher view-through rate than in-stream; 11% lower CPA per purchase from YouTube ads
Since the pandemic restricted our ability to produce new video assets, panama phone number material we needed to improve our conversion metrics without increasing our budget or the number of video creatives we produced.
To accomplish this, our team used a new Google format called Video Action Campaigns, designed to drive lower-funnel actions like website clicks and conversions.
As a result, our ad range expanded, their variability increased, and automated strategies began to learn better from the increased number of conversions.
In the Video Action campaign ads, we found the ideal palette for our new ad creatives. In an A/B test, a combination of skippable in-stream ads and video action campaign ads were compared to skippable in-stream ads only. The combined strategy clearly performed better.
