Wing Alpha – Digital
Scaling YouTube Ads
Wing Alpha is a phone carrier that provides lower-cost cell phone The results services including mobile plans. Their tagline is “A Cell Phone Service You’ll Never Have To Overpay Again”. Indeed, they are cheaper than the Big 4 and using the AT&T network. The best selling plan is the unlimited data plan that costs $55.
Wing Alpha wanted us to improve their tracking since they were not able to get the right number of conversions and maximize lead generation with an ideal CPL of $20 with Youtube Ads.
Voy Media’s Strategy:
YouTube Ads and Google Ads are actually one platform. All video ads are managed on the advertising platform of Google: Google Ads.
Therefore, there is only one unique tag needed to be installed on Wing’s site both for search ads and YouTube video ads.
In the case of Wing, the first thing we have done was to make sure that the tags were iring without any duplications by checking their Google Ads conversion and linked them to the tag installed on Google Tag Manager. Then, we started to measure other types of leads such as calls from ads and purchases (in the case someone purchased a mobile phone) because we wanted to count people directly calling the company.
After fixing tracking and implementing the additional tags, we were ready to launch our video ads, we created some hooks branded to the website of Wing and highlighting the pain of expensive bills from their current phone carrier.
We also used Wing’s existing content shot like
TV commercial ads:
For two months, we tested Youtube with the two types of campaigns with different audiences.
When launched, the campaigns always go through a learning curve and we can observe spikes of higher CPL due to new launches.
Overall, we generated +665,000 views on YouTube which resulted in 24,010 clicks and 2,244 total leads when we counted clickthrough conversions (CTC) and view-through conversions (VTC) at a CPL of $13.14 (Previously $30).
CTR was 0.98% which is great on YouTube since we managed to drive away viewers from the video they wanted to watch initially.
CPCs were still cheaper than the lead generation average which is quite expensive on Google Ads for text ads.
What are you waiting for?