How RevAir dominated YouTube advertising with long-form creative and search capture strategy.
RevAir wanted to expand top-of-funnel efforts on YouTube, but the prior account structure used a standard Google-recommended build with campaigns segmented by prospecting, retargeting, and bidding strategies with layered audiences. While this provided conversion data for audiences and videos separately, it couldn't show which video worked with which audience. Google's algorithm spent 80%+ on one video and one audience, resulting in poor testing structure.
ATTN implemented a highly segmented testing structure with 100+ campaigns, each pairing one audience with one landscape video across best-performing Affinity, In-Market, and Custom Intent audiences. This provided deep audience and video ad data, allowing us to identify which creative performed best with each audience, including Parents of Preschoolers and In-Market Hair Dryer + 4C Hair Products segments.
In two months, YouTube spend rose 57%, ROAS 54%, revenue 141%, and purchases 165%. The account grew to more than 200 campaigns, and the data showed which video won with each audience. The top performers were Parents of Preschoolers layered with in-market hair dryer and 4C hair product audiences, and in-market hair products with the same layers. Across nearly every segment, educational, high-quality videos won.
The same thinking carried into retail. RevAir's campaigns built to drive foot traffic and in-store revenue at Best Buy surpassed their revenue goals by 20%, and the budget for those initiatives was expanded as a result.
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