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  • Lowering Cost Per View...

The Veritas Forum

Lowering Cost Per View with YouTube Ads

We partner with a non-profit working to reach students on college campuses with their forum-style discussions to increase their viewer and subscriber count on YouTube. We reorganized and systematized their creative testing to determine the most effective ad style to reach their target audience, while honing audiences to decrease their cost per view.

Year

2022

Industry

Non-Profit

Market

B2C

Services Provided:

  • Paid Search Advertising
  • Reporting & Analysis
  • Conversion Tracking
  • Keyword & Audience Research
  • Strategy Consultations

The Client

The Veritas Forum is a non-profit organization working to reach Christian students on college campuses by hosting forum discussions focused on exploring truth and how it is relevant to human life. Their advertising efforts are directed mainly toward their YouTube channel but they also have a podcast they use to reach more listeners.

.

The Opportunity

Veritas Forum came to Delegator with the goal of improving their overall views, Cost Per View (CPV), and YouTube subscriber count. Before working with Delegator, Veritas Forum had no presence on YouTube ads, and relied solely on organic traffic. As a result, they were struggling to hit their yearly goals. Veritas Forum wanted to get their video views to one million views per year while keeping their CPV within a sustainable range. When they came to Delegator, we created ads that prioritized their CPV, and deployed targeting we believed would successfully get one million views. After hitting 1,000,000 views in the first year of ads management, we were poised to tackle their next big challenge: increasing YouTube Subscribers.

Delegator has been responsive and offers creative solutions to our needs.

— Bethany Jenkins

The Plan

To grow Veritas Forum’s subscriber count on YouTube, we tested new audiences with the goal of expanding their following. These audiences consisted of various lookalikes based off their email list and current YouTube subscribers. From there, we focused on testing various types of video styles. This included A/B tests to help determine which form of video resonated the strongest with our new audiences. Our plan had three primary steps:

  1. Building audiences: due to their religious nature, we had to be careful not to pull in the wrong groups as that could lead to policy violations on Google. After consideration, it was decided that we would focus our efforts on their lookalike audiences and retargeting our current fans. During 2022, we focused on a lookalike list around their email list and current website visitors. We also focused on retargeting their YouTube viewers and website visitors. This helped keep us within our desired market while also growing our network. 

  2. Knowing that the CPV was still top of mind for Veritas Forum, even as we began focusing on subscriptions, we decided running campaigns with a ‘Max CPV’ would help them achieve both goals simultaneously. This allowed us to manually manage our costs and ensure we would continue to bring those down. 

  3. We continually tested a variety of videos to ensure we understand what their audience enjoys watching, and Veritas Forum could then generate more targeted content. We have tested longer videos, shorter videos, companion banners, calls to action, and video structure. For ongoing optimizations, we analyzed top performers, and paused other non-performing videos to open up for new tests as Veritas shared new content throughout the testing period. Our primary takeaway, which largely assisted in hitting our view goal, was developing videos with multiple clear, in-video calls-to-action.

Paid Video Views

%

Non-Paid Video Views

%

Total Video Views

%

Average Cost Per View

%

Youtube Earned Subs

%

Youtube Earned Views

%

The Results

Delegator was able to increase not only the number of views on their YouTube videos but also the number of subscribers on the Veritas YouTube channel over the past year. In 2022, Veritas had a goal of hitting a million views, and by the end of the year, we had far exceeded this goal with over 10 million views. On top of this, we also increased their earned subscribers by 69% and their average cost per view improved by 25%.

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