In detail.
What we did
Our goal was to maximise exposure and reach for an indie label release: a collaboration with a number of big names in the rap scene. We leaned on Google's Demand Gen campaign type to do the heavy lifting on reach across YouTube. It puts video and static creative in front of people in YouTube feeds and Shorts, and a small budget goes a long way there. Behind the lead videos we ran in-stream video campaigns, where the aim is views rather than reach, on targeted placements where our audience already is.
The results
Google Demand Gen
- Lead release (a collaboration single): over 10 million impressions and close to a million clicks for about £2,400
The lead release carried about 70% of the account's impressions on under half of its spend.
YouTube in-stream
- Second video: around 20,000 views for about £600
- Discovery campaigns added a further 70,000 or so views
The in-stream views came in at about 3p each. Add the Discovery campaigns and the video passed 90,000 views.
Total YouTube views
- Over 1.4 million views across the campaign's five music videos, paid and organic, as of 10 November
- Lead release video: over 800,000 views
- Second video: over 550,000 views
- The other three videos: just over 110,000 between them
Whole account
- Over 15 million impressions and nearly 1.2 million clicks on about £5,000
What the numbers don't show
Demand Gen clicks at a fraction of a penny include low-intent taps in the feed. That's why this page leads with impressions and views, and why 1.2 million clicks shouldn't be read as 1.2 million fans.
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