Beavis and Butt-head: Expanding reach and engagement in Google ad buys
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 Keywords | Colligent Keywords | Performance Difference | |
|---|---|---|---|
| Impressions | 11,196,214 | 20,074,832 | +177% |
| CTR | 0.0348% | 0.0384% | +11% |
| CPC | $2.39 | $2.38 | -0.6% |
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