Eralith YouTube ad campaign report thread.

bielie

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Youtube Campaign report, week 1

Hi everybody!

This is the promised first weekly report for the Eralith Studios YouTube ad campaign. Later reports will be posted in this same thread. We will also copy the reports to the original proposal thread at Dashcentral.org.

TL/DR
Report date: June 16, 2017
Campaign cost to date: $491.19
Impressions: 98,948
Interactions: 16 649
Interaction rate: 16.82%
Average cost per interaction (CPV): $0.03
Clicks: 303
Click through rate (CRT): 0.34%
Cost per click (CPC): $1.61

Interesting observations
Adsense reports that the campaign is limited by budget.
This means that there is scope for spending more money on the same keywords at the same price.
“How to Bitcoin” is by far the most effective keyword. This means that there is a huge new population of people interested in Bitcoin. Targeting them should be a priority.
The most views come from India and the global south. This may be due to:
  • Keywords targeting the global south may be cheaper.

  • There is much more interest in the global south in alternative currencies. India specifically is interesting, since the government outlawed larger cash denominations a few months ago. We believe this to be the main reason.
We would highly recommend that Dash starts targeting India (30% of all views) for advertising as soon as Evolution becomes available.

1) The ad: Dash: Private Instant Cash.


The ad runs in-line before YouTube videos, and the respondent may click away from the video after 5 seconds.

2) The Budget
In our proposal, we budgeted $1 500.00 at $ 50 per day for 30 days. Because of the appreciation of Dash between proposal submittal and payout, we were able to pay $ 2 180.00 into the DashAds YouTube account on June 5, 2017.

3) Campaign settings

3.1) Daily budget.

We decided to keep the daily budget at $50 but to extend the campaign beyond 30 days until the $ 2 180.00 is spent.

3.2) Landing page.
We tried to link the video to Dash.org, but the YouTube algorithm would not allow the link since our keywords contained the word “Bitcoin” and the word “Bitcoin” does not appear on any Dash.org page. The YouTube algorithm regards a landing page that is relevant to the keywords a high-quality landing page, and one that is not relevant to the keywords a low-quality landing page. The quality of the landing page is used in calculating the ad’s position in the keyword auction.

We were therefore compelled to create a new website as the landing page, for the purpose of paying less per view and to redirect interested respondents to Dash.org. In order to be able to link to the page, the word “Bitcoin” had to be included on the page.

The landing page is here. Note that it serves only as a proxy to redirect people to Dash.org.
https://dash-digitalcash.com/

3.3) Demographics targeted
Language: We limited the campaign to English speakers only, since the ad is in English.
Countries: The whole world.
Age: 18-65 years of age.
Gender: All

3.4) Keywords
We wanted to reach Bitcoin users, especially people who are new to Bitcoin since the ad compares Dash to Bitcoin. The ad would not have meaning to people without that context.

4) Results. (reported on June 16, 2017)
These results are from June 5, 2017, to June 16, 2017. We had some technical hiccups in the first day or so of running the ad and had to pause it for a day to sort things out. (June 6-7) Fortunately, we caught the problems early and the campaign is now running exactly as planned.

4.1) Campaign cost to date:
$491.19

4.2) Impressions
“Impressions” refers to the times that the video ran for at least 5 seconds before a YouTube video. What is important, is that this particular ad contains the full message in the first 5 seconds. Every single impression, therefore, has the ability to deliver the full message!

Impressions: 98,948

We believe that flashing our message 100 000 times to Bitcoin users for the amount spent is an absolute bargain.

4.3) Interactions
“Interactions” refers to the times that the respondent allowed the ad to run at least 30 seconds. Since this ad is only 22 seconds long it means that the whole ad was watched.

Interactions: 16 649
Interaction rate: 16.82%
Average cost per interaction: $0.03

4.4) Clicks
Clicks: 303
Click through rate (CRT): 0.34%
Cost per click (CPC): $1.61

4.5) Keywords
Here are some of our best performing keywords:

4.5.1) “how to bitcoin”
Maximum bid: $0.10
Impressions: 63,096
Views: 9,603
View rate: 15.22%
Avg cost per view: $0.04

4.5.2) “bitcoin”
Maximum bid: $0.10
Impressions: 4,342
Views: 833
View rate: 19.18%
Avg cost per view: $0.04

4.5.3) “uasf”
Maximum bid: $0.10
Impressions: 1,237
Views: 223
View rate: 18.03%
Avg cost per view: $0.04

4.5.4) “bitcoin explained”
Maximum bid: $0.10
Impressions: 105
Views: 19
View rate: 18.10%
Avg cost per view: $0.04

4.6) YouTube analytics
This differs from the Google Adsense analytics above because it does not report on the campaign but on the performance of the video itself. The difference in views represents the number of times the video was shown organically (i.e. not as part of the paid campaign.)

4.6.1) Views: 17,710

4.6.2) Geographies
India: 30%
Mexico: 7.4%
United States: 7%
Brazil: 4.9%
Vietnam: 3.2%

4.6.3) Gender
Male: 84%
Female: 16%
 
Last edited:

bielie

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Week 2 report: Our first ad now has 27 727 views!

Report date: June 23, 2017
Campaign cost to date: $714.78 (out of $2 180)
Impressions: 122,920
Interactions: 19,536
Interaction rate: 15.89%
Average cost per interaction (CPV): $0.04
Clicks: 386
Click through rate (CRT): 0.31%
Cost per click (CPC): $1.85

YouTube analytics
Views: 27,727

Top geographies
India: 43%
United States: 7.3%
Mexico: 4.5%
Philippines: 2.5%

Gender
Male: 88%
Female: 12%
 
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bielie

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Week 3 report: Our first ad now has 37,251 views! (~+10 000 in the last week)

(Please note that the stats are cumulative)

Report date: June 30, 2017
Campaign cost to date: $1,167.03 (out of $2,180.00)
Impressions: 209,627
Interactions: 33,862
Interaction rate: 16.15%
Average cost per interaction (CPV): $0.03
Clicks: 561
Click through rate (CRT): 0.28%
Cost per click (CPC): $2.07

YouTube analytics
Views: 37,251

Top geographies
India: 38%
United States: 12%
Philippines: 3.3%
Mexico: 3.1%
Brazil: 2.4%

Gender
Male: 90%
Female: 10%
 

bielie

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Week 4 report: Our first ad now has 47,511 views! (~+10 000 in the last week)

Report date: July 07, 2017
Campaign cost to date: $1,457.37 (out of $2,180.00)
Impressions: 251,091
Interactions: 40,670
Interaction rate: 16.20%
Average cost per interaction (CPV): $0.04
Clicks: 672
Click Through Rate (CRT): 0.27%
Cost per click (CPC): $2.17

YouTube analytics
Views: 47,511

Top geographies
India: 43%
United States: 12%
Philippines: 5%
Malaysia: 2.5%
Canada: 2%

Gender
Male: 92%
Female: 8.2%
 

Dashmaximalist

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this video absolutely uninteresting for a normal user, cant you come up with a better video that people would actually would like to see instead of a bunch of adobe text graphics
 

djcrypto

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They are targeting people interested in cryptocurrency - hence the search terms.
Perhaps you could offer some ideas instead of just being a negative nancy?

I like the video. It's clean, impactful and funny.

Well done, Eralith!
 
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Dashmaximalist

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instead of crushing bitcoin , why not explain a bit more on why dash is better than bitcoin, like interest payment , instant send , master nodes , low fees forever sort of things

or start with like bitcoin is undergoing civil war and there is a reason for that etc
 
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xjones

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May 22, 2016
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instead of crushing bitcoin....
Agreed. A person who is a Bitcoin enthusiast will be turned off by the graphics. Bitcoin is not the enemy.

Also, on the landing page the description of instant payments is unclear:

Dash solves this problem with Instantsend. The moment you send an Instantsend transaction, computers on the network called “Master Nodes” will lock your funds so they can not be spent again until the transaction is written to the ledger.​

I think the average reader will be much more impressed, and less confused, by something like this:

Dash solves this problem. Simply check the instant payment checkbox when you send a payment. For a slightly higher miner's fee, your payment confirms in about six seconds.​

There are several improvements here.
  1. We aren't asking the reader to learn two new terms, Dash and Instandsend. Just one, Dash.
  2. We aren't confusing the reader by making him figure out what a ledger is.
  3. We're telling the reader that sending a payment instantly costs more. If we don't say this, the reader will wonder why we need something else called Instantsend -- why doesn't Dash just do it without bringing in some other service?
  4. We're mentioning the time scale, about six seconds, so the reader does not have to guess.
 

bielie

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BTW, it's getting kind of hard to keep track of this stuff with all these threads. Going forward I would recommend having one thread per proposal, and use the same thread to post updates (and update the OP)
Thanks Troy we'll keep that in mind.
 

bielie

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Agreed. A person who is a Bitcoin enthusiast will be turned off by the graphics. Bitcoin is not the enemy.

Also, on the landing page the description of instant payments is unclear:

Dash solves this problem with Instantsend. The moment you send an Instantsend transaction, computers on the network called “Master Nodes” will lock your funds so they can not be spent again until the transaction is written to the ledger.​

I think the average reader will be much more impressed, and less confused, by something like this:

Dash solves this problem. Simply check the instant payment checkbox when you send a payment. For a slightly higher miner's fee, your payment confirms in about six seconds.​

There are several improvements here.
  1. We aren't asking the reader to learn two new terms, Dash and Instandsend. Just one, Dash.
  2. We aren't confusing the reader by making him figure out what a ledger is.
  3. We're telling the reader that sending a payment instantly costs more. If we don't say this, the reader will wonder why we need something else called Instantsend -- why doesn't Dash just do it without bringing in some other service?
  4. We're mentioning the time scale, about six seconds, so the reader does not have to guess.
Hi xjones & dashmaximalist

Thanks for the comments!

Please have a look at this post, where I answered some of the questions regarding the first ad:

www.dash.org/forum/threads/now-live-proposal-for-youtube-advertising-campaign.14993/

I will have a look at the text on the landing page to see if I can make it a bit more clear.
 

xjones

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May 22, 2016
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Agreed. A person who is a Bitcoin enthusiast will be turned off by the graphics. Bitcoin is not the enemy.
Please have a look at this post, where I answered some of the questions regarding the first ad:

www.dash.org/forum/threads/now-live-proposal-for-youtube-advertising-campaign.14993/
I read that posting about comparative advertising and here is what I think. When people buy conventional products such as cars, detergents, or food, comparative advertising targets a competing company and the consumer will generally not take it personally.

Consider, however, the hypothetical case where you are a composer and you want people to listen to your music. Suppose you run a comparative advertising ad bashing competing composers (hypothetically, Bach, Mozart, Strauss Jr., ...) trying to get these people to listen to your music instead. I predict that you will offend most of your potential audience. Why? for two reasons.

First, because people who appreciate music from Bach, Mozart, or Strauss Jr. (actual names are not important, insert your own favorite composer here) will think that you are questioning their own taste in music. By bashing the composer whose music they enjoy you are bashing these listeners personally.

Second, your target audience would rather listen to both the music they currently listen to and new music they now discover. For most people choosing music is not an either/or situation. They will resent the idea that you want to them give up what they love just so they can listen to your music instead.

I will submit to you that Dash vs Bitcoin is more like competing composers and less like competing detergents. People don't just buy or use Bitcoin for purely pragmatic reasons. Most people see Bitcoin as something to be passionate about, not as a product they buy to wash clothes with. By bashing Bitcoin we are in effect bashing the people who move in the Bitcoin world. Most of these people will not embrace Dash at the expense of Bitcoin. Most of them would rather use and have both than give up one for the other.
 
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bielie

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Week 5 report: Our first ad now has 58,258 views! (~+10 000 in the last week)

I would just like to mention again that 95% of the ad's message is crammed into the first 5 seconds. We had 340 000 impressions (5 second screenings) to date, which means that our message appeared 340 000 times on people's computer screens! Dash is better than Bitcoin because is it private and instant, and can be used as cash.

Report date: July 14, 2017
Campaign cost to date: $1,913.49 (out of $2,180.00)
Impressions: 340,395
Interactions: 54,415
Interaction rate: 15.99%
Average cost per interaction (CPV): $0.04
Clicks: 848
Click Through Rate (CRT): 0.26%
Cost per click (CPC): $2.25

YouTube analytics
Views: 58,258

Top geographies
India: 37%
United States: 13%
Philippines: 6.2%
Malaysia: 2.8%
South Africa: 2.1%

Gender
Male: 92%
Female: 8.2%
 

bielie

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I think the average reader will be much more impressed, and less confused, by something like this:

Dash solves this problem. Simply check the instant payment checkbox when you send a payment. For a slightly higher miner's fee, your payment confirms in about six seconds.​
I have changed the landing page according to your suggestion. Thanks for the input!
 
May 19, 2017
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Week 6 report: Our first ad now has 66,774 views.

Report date: July 21, 2017
Campaign cost to date: $2,180.18
Impressions: 385,772
Interactions: 62,146
Interaction rate: 16.11%
Average cost per interaction (CPV): $0.04
Clicks: 929
Click Through Rate (CRT): 0.24%
Cost per click (CPC): $2.34

YouTube analytics
Views: 66,774

Top geographies
India: 28%
United States: 15%
Philippines: 7.6%
Malaysia: 3.1%
Indonesia: 2.8%

Gender
Male: 91%
Female: 8.7%
 
May 19, 2017
76
50
58
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Week 7 report: Our first ad now has 76,146 views

Report date: July 28, 2017
Campaign cost to date: $2,533.55
Impressions: 439,730
Interactions: 71,192
Interaction rate: 16.19%
Average cost per interaction (CPV): $0.04
Clicks: 1,031
Click Through Rate (CRT): 0.24%
Cost per click (CPC): $2.45

YouTube analytics
Views: 76,146

Top geographies
India: 26%
United States: 15%
Philippines: 7.9%
Malaysia: 3.3%
Indonesia: 3.1%

Gender
Male: 91%
Female: 8.8%
 

bielie

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Week 8 report: Our first ad now has 89,143 views

Report date: August 06, 2017
Campaign cost to date: $2,988.29
Impressions: 503,732
Interactions: 82,900
Interaction rate: 16.46%
Average cost per interaction (CPV): $0.04
Clicks: 1,188
Click Through Rate (CRT): 0.24%
Cost per click (CPC): $2.45

YouTube analytics
Views: 89,143

Top geographies
India: 27%
United States: 16%
Philippines: 7.6%
Indonesia: 3.3%
Malaysia: 3.1%
Gender
Male: 91%
Female: 9%
 

bielie

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Week 9 report: Our first ad now has 97,668 views

Report date: August 11, 2017
Campaign cost to date: $3,265.52
Impressions: 558,016
Interactions: 90,385
Interaction rate: 16.43%
Average cost per interaction (CPV): $0.04
Clicks: 1,294
Click Through Rate (CRT): 0.23%
Cost per click (CPC): $2.53

YouTube analytics
Views: 97,668

Top geographies
India: 32%
United States: 14%
Philippines: 6%
Malaysia: 2.7%
Indonesia: 2.2%

Gender
Male: 90%
Female: 10%
 

dashdisciple

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May 21, 2017
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Glad to see this campaign chugging along. I'll be curious to see if your new jetplane video experiences a higher CTR than this first one.

@bielie Could you say if the India/Philippine/Malaysia cost per views/clicks are significantly less expensive than the US ones? Since the per capita GDP in those developing countries is much less, the value per view is also much, much less. In my experience, I'd rather have 1 US/UK/Australia/NZ click vs. 10 clicks from a low GDP per capita nation.

Google likes to water down their offering with low value clicks, which is why this is a particularly important metric to follow.
 

Slake

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Aug 16, 2017
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I have not seen similar advertising threads in any other crypto. Dash has the marketing down alright.
 
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bielie

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Glad to see this campaign chugging along. I'll be curious to see if your new jetplane video experiences a higher CTR than this first one.

@bielie Could you say if the India/Philippine/Malaysia cost per views/clicks are significantly less expensive than the US ones? Since the per capita GDP in those developing countries is much less, the value per view is also much, much less. In my experience, I'd rather have 1 US/UK/Australia/NZ click vs. 10 clicks from a low GDP per capita nation.

Google likes to water down their offering with low value clicks, which is why this is a particularly important metric to follow.
Sorry, no. Since we targeted English speakers and not specific locations, we do not get reports on the locations.
 

bielie

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Week 10 report: Our first ad now has 110,900 views

Report date: August 18, 2017
Campaign cost to date: $3,612.05
Impressions: 613,744
Interactions: 100,647
Interaction rate: 16.40%
Average cost per interaction (CPV): $0.04
Clicks: 1,333
Click Through Rate (CRT): 0.23%
Cost per click (CPC): $2.54

YouTube analytics
Views: 97,668

Top geographies
India: 31%
United States: 16%
Philippines: 7%
Malaysia: 3%
Canada 2.5%

Gender
Male: 89%
Female: 11%
 

dashdisciple

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May 21, 2017
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Sorry, no. Since we targeted English speakers and not specific locations, we do not get reports on the locations.
You should be able to see click prices per country regardless of having targeted by language:

Once you are logged into Adwords, go to the "Dimensions" tab. Then from the "View" drop-down on that page, select "Geographic". You should then be able to sort by country, cost per click, etc.

My overall recommendation is that if the low GDP per capita countries are not significantly less expensive on a per click basis, that you could either exclude those geographies on your campaign settings page, or you could add a 80-90% negative bid adjustment for the low rent countries.

With the exact same budget, you should be able to juice far more value out of your spend without adding more than 10 minutes of work.

If I can help with any of the specifics, let me know.
 
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bielie

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Week 11 report: Our first ad now has 119,776 views

Report date: August 25, 2017
Campaign cost to date: $3,957.85
Impressions: 688,323
Interactions: 111,014
Interaction rate: 16.13%
Average cost per interaction (CPV): $0.04
Clicks: 1,532
Click Through Rate (CRT): 0.22%
Cost per click (CPC): $2.58

YouTube analytics
Views: 119,776

Top geographies
India: 33%
United States: 14%
Philippines: 6.3%
Malaysia: 2.6%
Indonesia: 2.1%

Gender
Male: 90%
Female: 10%
 

bielie

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Week 12 report: Our first ad now has 131,222 views

Report date: September 1, 2017
Campaign cost to date: $4,289.05
Impressions: 741, 420
Interactions: 119,798
Interaction rate: %16,16
Average cost per interaction (CPV): $0.04
Clicks: 1,632
Click Through Rate (CRT): 0.22%
Cost per click (CPC): $2.68

YouTube analytics
Views: 131,222

Top geographies
India: 32%
United States: 15%
Philippines: 6.2%
Malaysia: 2.5%
South Africa: 2.3%
,
Gender
Male: 90%
Female: 10%
 

bielie

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Week 13 report: Our first ad now has 142,181 views
,
Report date: September 8, 2017
Campaign cost to date: $4,652.32
Impressions: 801,607
Interactions: 129 664
Interaction rate: %16,18
Average cost per interaction (CPV): $0.04
Clicks: 1,739
Click Through Rate (CRT): 0.22%
Cost per click (CPC): $2.68

YouTube analytics
Views: 142,181

Top geographies
India: 31%
United States: 15%
Philippines: 6.4%
Malaysia: 2.5%
South Africa: 2.4%
,
Gender
Male: 90%
Female: 10%
 

bielie

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Week 14 report: Our first ad now has 149,317 views

Please note: This is the last report for this campaign, it has run its course. As soon is PrivateSend is functional again, the Project Jet Plane campaign will start.

We believe that the campaign was hugely successful in getting the Dash brand out there: There were 850 000 impressions. Since most of the message (Dash outperforming Bitcoin in terms of privacy and speed) is in the first five seconds, the message was broadcast 850 000 times. For $5 000 we believe it is a massive bargain!

We have learnt a lot with this campaign. Two facts we will utilize in future are:
1) By far the most people interested in cryptocurrencies are male (90%). For true market penetration we need to target females aggressively. Our future ad "Borderless Love", which is now in the story boarding phase, will appeal to both males and females, and target the remittance industry.
2) India is the most open English speaking market for cryptocurrencies. (30%) of our audience. For this reason we have translated Project Jet plane into Hindi. (We have also done a Spanish translation, and the Brazilian Dash community is helping us with Portuguese.) India is also the worlds biggest recipient country for international remittances: More reason to target the remittance industry!

For those who have not seen the Jet Plane ad yet, here it is.



Report date: September 15, 2017
Campaign cost to date: $4,988.62
Impressions: 858.185
Interactions: 138 376
Interaction rate: %16,12
Average cost per interaction (CPV): $0.04
Clicks: 1,856
Click Through Rate (CRT): 0.22%
Cost per click (CPC): $2.69

YouTube analytics
Views: 149,317

Top geographies
India: 31%
United States: 15%
Philippines: 6.5%
Malaysia: 2.5%
South Africa: 2.4%
,
Gender
Male: 90%
Female: 10%