Driving YouTube Subscriptions
When it comes to music marketing, the best result is turning a new listener into a fan. Streams during the campaign are sure to happen, but a successful marketing effort will drive subscribers who want to come back for more. We received access to a feature that Google Ads gives to certain advertisers that gets your ads in front of the people who are most likely to subscribe. These people are also more likely to stream your music after the campaign is over as they will continue to receive your content without the ad running. In this case study we will share how Google Ads helped our client drive 200,000+ impressions and almost 300 subscribers.
Impressions are impressive.
With over 207,000 impressions, the campaign not only drove conversions but also bolstered brand recognition. Even those who didn’t immediately stream or subscribe were exposed to the artist’s name, potentially leading to future discovery when they encounter the artist on other platforms or from friends’ recommendations.
No one says new streams are bad.
While immediate streams and views are important, the real value for the artist comes from continued engagement after the ad stops running. Once a user subscribes, they’re more likely to watch future videos, stream new releases, and share content with friends—further amplifying the artist’s reach.
Are “You” focusing on YouTube?
By harnessing Google Ads’ newly available “subscriptions and engagements” goal, we effectively turned casual viewers into dedicated subscribers, building a solid foundation of fans who will continue to drive streams, shares, and sustained growth for the artist. This campaign has shown that YouTube can serve as a powerful funnel for turning viewers into loyal fans.
This is just the beginning.
In the next six months, the client can expect to have had their ads seen more than 1M times in 6 months. They can also expect 1,800 subscribers and 21,000 streams in the same time period. Most importantly, they have almost 300 new subscribers waiting for new content. And, this is only one part of our entire advertising strategy.
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