SukhanPK – Google & YouTube Ads (Awareness & Growth), Pakistan
Multi-channel campaign to grow qualified viewership, subscribers, and site actions (e.g., listens/downloads) using intent-led Google Search and reach-efficient YouTube. Structured for scale while protecting efficiency and brand safety.
The campaign included:
- Account structure: Separate prospecting vs. remarketing; Google Search (branded + topic clusters) and YouTube (In-Feed, Skippable In-Stream, Bumper, Shorts placements).
- Keywords & negatives (Search): Branded terms, episode/series topics, creator/guest names; continuous negative hygiene (lyrics/full-movie/definition/free-only, unrelated geos).
- YouTube creative: 6s bumpers for reach, 15–30s skippables for CVR, in-feed teasers/trailers; hook-first edits, burned-in subtitles (Urdu/English), strong end-cards/CTAs.
- Targeting: Custom segments (search keywords/URLs), in-market/affinity (news, education, culture), placements on relevant channels, and remarketing lists (site visitors, YT viewers 30/90/365).
- Bidding: Max Conversions / tCPA for site actions (sign-ups, listens/downloads); YouTube Reach/CPM for awareness and tCPA for action-oriented ad groups.
- Ads & assets: RSA with sitelinks (Episodes, Series, Watch Now, About), callouts/structured snippets; YouTube companion banners, end-screens, and headlines aligned to message-match landing pages.
- Tracking: GA4 + Google Ads conversions (view content, sign-up, download/CTA clicks), enhanced conversions, UTM taxonomy, and YouTube view-through/earned subs reporting.
- Brand safety: Placement exclusions (kids, sensational/political categories as needed), topic exclusions, frequency caps, and language/geo controls.
- Optimisation: Weekly search-term mining, creative rotation, audience splits (Affinity vs Custom), dayparting by peak watch times, budget reallocation by marginal CPA/CPM.
- Reporting: Looker Studio dashboard + weekly insight packs with next-step experiments (new hooks, thumbnails, lengths, and audience mixes).
Search harvested high-intent queries while YouTube scaled qualified reach and watch time. Remarketing converted warm viewers into subscribers and site actions, keeping CPA efficient and results repeatable.