A 2-week SMM mini-course with a funnel through 2 free lessons
YouTube advertising for an SMM course: testing a new niche and scaling
Key project metrics
Who the client is
The client was selling an SMM course (a 2-week mini-course with a funnel through 2 free lessons). She had previously worked with steady Facebook traffic to a warm audience, with no YouTube experience.
What the client needed
Test the viability of YouTube traffic as a new channel. The planned target: a $5 conversion, 800 conversions. Per the media plan, a 226% return.
What we did
Analysis and funnel selection
We ran a detailed analysis of the target audience and competitors and designed 3 funnel options. We chose the most effective and quickest to implement. The client built a landing page for the chosen funnel.
A Facebook test
We ran the first funnel test via Facebook targeting to check the conversion % before scaling on YouTube.
Launch strategy
We approved a strategy with a minimal daily budget: 3 ad campaigns × 4 ad groups, 1 video per group. The planned return was set at 226%.
Creating the creatives
We developed video creatives for each ad campaign in line with the approved strategy.
Optimization along the way
After the first launch the conversions came in above the KPI, but sales were on plan. We decided to keep generating leads at the same price to preserve quality. Through scaling and optimization we brought the cost per lead below the KPI without losing quality.
Results achieved
What it gave the client
We successfully tested YouTube as a new channel for the client. In the first month we achieved a 279.9% return — 53.9% above plan — combining lead quality with an optimal cost per conversion.
Screenshots and creatives
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