Although the YouTube Shorts Ads testing was conducted some time ago, the results from Heart Troops still offer valuable insights for today’s digital marketing strategies. This campaign was launched to promote the Pre Raya collection, with the main objective of testing the effectiveness of YouTube Shorts compared to other advertising platforms such as Meta Ads. The findings highlight the strong potential of YouTube Shorts as an upper funnel channel, especially for brands looking to attract new traffic and increase awareness in a more cost efficient way.
YouTube Shorts Ads Testing Results
During the testing period, the YouTube Shorts campaign utilized short video assets from the BTS Binar Series and successfully generated 15 direct purchases from website traffic. With its concise, creative, and easy to consume visual format, the video proved effective in introducing the product to new audiences while also driving conversions. This shows that even short form video content can play a meaningful role beyond awareness when executed with the right creative approach.
Cost and Efficiency Comparison
Based on Google Ads data, the Cost Per Purchase for YouTube Shorts was recorded at IDR 31,084.56 per purchase. In comparison, Meta Ads during the same period showed a significantly higher Cost Per Purchase, averaging IDR 81,921, with some campaigns exceeding IDR 399K. While YouTube Shorts delivered a lower conversion rate, it stood out in terms of cost efficiency, making it an attractive option for upper funnel strategies and creative testing.
The Potential of YouTube Shorts as an Upper Funnel Channel
With 41,460 impressions and 666 views, this campaign demonstrated YouTube Shorts’ ability to drive relevant traffic and build brand awareness, while still offering opportunities for low cost conversions. These insights remain highly relevant today, particularly for brands exploring short form video as a way to reach new audiences and experiment with creative content without requiring large budgets.
Although the testing was conducted earlier, the results continue to be applicable to current digital marketing strategies. YouTube Shorts Ads have proven effective in attracting new traffic at a lower cost compared to other platforms, while helping brands build awareness quickly. For brands interested in leveraging short form video as part of their upper funnel strategy, this approach is worth exploring by focusing on engaging creatives, optimizing targeting, and being open to experimenting with different video formats. YouTube Shorts is not just a trend, but a real opportunity to drive traffic, engagement, and conversions in a more efficient and engaging way.
