While we successfully ramped up organic efforts and elevated The Loam Wolf’s competitive advantage, the B2C business soon faced additional roadblocks—the COVID-19 pandemic hit, causing a decline in sponsorships.
The Loam Wolf team established a goal to hit 100K YouTube subscribers by the end of 2023 to support their online reach, subscribership, and revenue. To achieve this, Big Leap focused on migrating their PPC efforts to a new platform.
When running occasional paid YouTube ad campaigns in the past, The Loam Wolf didn’t receive a sufficient return on their investment. Upon a PPC audit, we decided to level up our client’s paid search performance by leveraging Google Ads.
Leveraging Google Ads to Connect with Users
In Google Ads, our PPC team set up the appropriate campaign features to drive qualified traffic to The Loam Wolf’s YouTube page. The key was to set up features that aligned with their target audience’s user behaviors, interests, and needs. That way, the right videos would show up to the right people.
We also grouped campaigns into different categories to help us track which video types were performing well and to ensure specific videos would receive maximum exposure.