DeIorios Frozen Dough
Success with YouTube Ads
Background
Site-Seeker and DeIorios Frozen Dough products have long worked together to utilize Google Search ads to drive clicks and conversions to the manufacturer’s website. The audience consists of dough buyers at grocery stores and convenience stores. We use B2B targeting.
Problem
Our partner was looking to introduce new messaging into the mix – emphasizing the diverse application of its dough as well as the variety of pizza crusts that it offers. For years, we have worked together on Google search campaigns. Though it is highly effective for clicks and traffic-generation, it doesn’t necessarily warrant the best results for visibility.
Our Work
Knowing our goal was focused on awareness-building (top of funnel), and keeping in mind that the product is very visual, it made sense to utilize YouTube ads for this particular campaign. Operating on a shoe-string budget, we took advantage of YouTube’s built-in production studio to develop a short 15-second ad that showcased our product and emphasized our new messaging.
Results
In just 3-weeks, we began to see traction. At almost 28,000 impressions, the YouTube campaign alone generated more impressions than our five search campaigns combined. It had a 55% interaction rate (meaning 55% who saw the ad, watched the ad). Most importantly, its CPM was impressive. At just $7.66 CPM, this tactic was clearly one of the best ways to quickly and affordably drive relevant impressions on the ads. That’s compared to $30 to $110 on the Search side. Fifteen total clicks on the limited $215 budget also led to the Contact Us page for potential sales opportunities.
