Advertising Case Study: How to successfully convert VOD offers with Keyword Targeting
ExoClick’s Keyword Targeting feature allows VOD Advertisers to target ad zones that align with their campaign’s vertical through keyword associations, ensuring that their ads are displayed on websites/webpages that feature relevant content. To show you this tool’s effectiveness, here is an Advertiser Case Study on how to convert VOD offers with Keyword Targeting.
Our client’s strategy was to use:
- Branding Keywords and Category-Related Product Keywords to reach his CPA goal of $35 and increase signups to the VOD site in the US. The client is the product owner.
To test out the effectiveness of Keyword Targeting, 3 test campaigns were launched at the same time, all using the same targeting and budget:
- Campaign 1: Brand Keyword Targeting,
- Campaign 2: Category related Keyword Targeting,
- Campaign 3: Without any Category related or Brand Keyword Targeting.
Advertiser creatives, landing pages, chosen ad format & keyword strategy
This Advertiser’s offer is designed to attract, convert, and retain VOD end users long-term. This includes weekly and monthly plans, with discounts for longer commitments and a free trial to attract new users. Additionally, limited time deals and exclusive content promotions were created to develop a sense of urgency and make the offer feel premium. Signing up was made easy with quick payments. Once subscribed, end users are kept engaged with new content, automatic renewals, and VIP upgrades. The goal is to differentiate from free sites by offering a quality experience while ensuring a high lifetime value (LTV) per user.
About the Landing Pages
This Advertiser has a VOD Premium streaming platform offering high-quality videos. It attracts users with a free trial and encourages them to subscribe for full access. The page features professional images and videos that showcase the site’s premium content, that aren’t available on free sites, immediately capturing the user’s attention with “Join Now” buttons strategically placed for easy sign-up. Subscribers can watch videos on different devices as the design appears to be responsive, ensuring a seamless experience across various devices, including Desktop, Mobile, Tablets, and Smart TVs.
About the ad creatives
The Advertiser used 15-30 second video ads, which grabbed attention with exciting scenes that show off the platform’s exclusive content. The ad creates urgency by encouraging viewers to start a free trial and access exclusive content before the offer ends. The goal is to get users to sign up or try it now right away.
About the In-Stream Video format
Video advertising is a powerful tool for VOD/Paysite offers, as the client product is based on streaming content. The In-Stream format leverages existing high-quality video content, which can be repurposed for engaging ads. Video formats also allow for continuous optimization, as Advertisers can test different variations of Video ads to determine which drive the highest conversions.
In addition, the In-Stream format lets the service be shown while users are already watching video content, giving them a smooth preview of the platform’s quality without interrupting their experience, which helps increase the chances of subscriptions.
The Bidder and Smart Bid setup
The test was run on an exclusive setup, which doesn’t include automated tools like the Bidder or Smart Bid, as exclusive campaigns have higher and fixed CPMs compared to Standard campaigns, allowing them to receive the highest volume and quality traffic. However, the client could have chosen to run a Brand Keyword campaign on Bidding. In this case, they could have used the Bidder tool as a smart assistant to optimize campaigns.
Campaign Set up and Keyword Targeting
The Advertiser began by testing both Brand and Category Keyword Targeting campaigns, as well as a third campaign without Keyword or Category Targeting. This test campaign was a 7-day trial to discover if Brand & Category Keywords create more revenue than a campaign without Keyword Targeting.
End Results of VOD Campaign with Keyword Targeting
This Advertiser’s VOD platform is widely recognized and frequently searched, especially on Tube sites and streaming platforms. The strategy focused on Brand Keyword Targeting and Category-related offer Keyword Targeting. Both campaigns include the In-Stream format in the US, across all devices, supported by a responsive landing page, and optimized for any screen size with the goal of driving higher engagement and improving the conversion rate. Plus a regular Campaign which doesn’t use Keyword Targeting. Let’s take a look at the results:
End of campaign 1 results using Branding Keyword Targeting
The goal CPA surpassed expectations, achieving an average of $21.71 per conversion, reducing the cost per acquisition by 37.97% from the target CPA of $35.
End of campaign 2 results using Category Keyword Targeting
Once again, the CPA achieved was $31.22 per conversion, which is lower than the target CPA $35, meaning that the Advertiser saved an average of 10.8% in acquisition costs.
End of campaign 3 results for a campaign without Keyword Targeting
In contrast to the other 2 campaigns, this campaign didn’t use any Keyword targeting and did not reach the target CPA. The final CPA was $56.64, which showed that the advertiser was overpaying for each conversion; the average increase cost was 61.82% higher than the target of $35. Proving that Keyword Targeting is a powerful tool to reduce the CPA for these VoD offers.
Case Study Conclusion: ‘Does Keyword Targeting help my campaign conversions?’
Both the Branding and Category Keyword campaigns surpassed their CPA goals and outperformed the campaign without Keyword Targeting. Despite all three having identical targeting settings, here are the achieved results:
Overall results of all campaigns
The strategy clearly shows that Keyword Targeting is effective for VOD products, showcasing how leveraging keyword intent can drive down acquisition costs. This validates the value of the feature and highlights its potential to be applied to different verticals and formats with similar results.
How to successfully convert VOD offers with Keyword Targeting
It is clear that it is best to convert VOD offers with Keyword Targeting. It ensures the highest ROI and best CPA prices for Advertisers. If you are interested in creating an exclusive campaign with ExoClick or would like to learn more about Keyword Targeting, get in touch with your Account Manager or Customer Success representative. If you have not joined ExoClick yet and you are interested in exploring our indepth targeting features and high quality traffic sources, sign up now.
