NWTC’s video campaign generated only one key event, despite having over 103,000 views. This resulted in a cost per key event of $869.70, equivalent to the total ad spend, ultimately leading to a return on ad spend (ROAS) of zero. Based on these metrics, the campaign cannot be considered successful, highlighting the need for improvements.
To enhance the effectiveness of future video campaigns, it is important to analyze more successful advertising strategies, such as paid search, which created nearly 8,000 key events. Identifying the elements that contributed to the success of paid search can provide important insights to optimize video content. By using these proven strategies from higher performing campaigns, NWTC can adjust its video marketing approach for better engagement and conversion rates.
Incorporating current online trends can also help increase engagement. For example, adapting viral social media trends to align with NWTC’s messaging could make the content more relatable and appealing. One potential approach is combining NWTC’s values and offerings into interactive formats, such as the “put a finger down” trend, where each statement highlights a key benefit or advantage of attending NWTC. By combining data driven insights with trend based content strategies, NWTC can create more compelling, interactive, and effective video campaigns.