Beavis and Butt-head: Expanding reach and engagement in Google ad buys

By July 22, 2013Case Study

Beavis and Butt-head

Google Adsense

The Situation:

MTV was looking for ways to expand awareness and interest on their relaunch of Beavis. They went ahead and bought contextual advertising in Google AdSense using a list of keywords researched by them and suggested by Google AdPlanner tool. This brought them certain reach but the client wanted more.

The Solution:

Colligent’s targeting identified specific TV show and music artist keywords that Beavis fans engaged with and vice versa. The client created a new ad group with these keywords to buy additional contextual advertising.

The Results:

When compared to their in-house ad group, the Colligent ad group increased their reach by 177% with a 11% higher click-thru rate (CTR) and cost per click (CPC) that was slightly lower. Beavis opened with a 2.6 rating compared to a targeted rating of 2.0.

 

Google/MTV KeywordsColligent KeywordsPerformance Difference
Impressions11,196,21420,074,832+177%
CTR0.0348%0.0384%+11%
CPC$2.39$2.38-0.6%
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