The madness of 2022 has not bypassed us either.
When the war in Ukraine started, Google announced that it was shutting down ads in Russia.
Because of this, the income of Russian-language channels of our clients fell by more than 70%, and it happened very abruptly, literally right away.
Our team is still in the process of repairing the damage.
And we did it the fastest on Evan Carmichael’s channel.
Here’s what we did
1) Increased the number of published videos.
Despite the fact that many say the number of videos does not affect YouTube recommending them more often, we still decided to bet on this.
This had a positive effect after 2-3 months.
2) Careful selection of content for publication.
Evan’s original channel has a lot of videos that we haven’t translated into Russian yet. This gave us the opportunity to choose from a variety of topics. As a result, we were able to select the subject of the video based on analytics. If a certain topic or video about certain people has been popular on the Russian channel lately, we can schedule publication of a similar topic or about the same person in the near future.
3) Optimization of already published videos.
If a video works well, then we can do something with previously published videos about the same person or topic. For example, if a video about a certain person goes well, then we make edits in the description and tags of old videos about the same person so that they are also pulled up. After the closure of monetization in the territory of Russia, we focused on this, and old videos began to catch up, which increased the total number of views on the channel.
4) Emphasis on using premium tools (e.g., VidIQ, TubeBuddy)
Constant A\B testing of thumbnails and titles, tracking competitors’ metadata, working with keywords (SEO) – all paid off after 3-4 months.
Results
We were able to drastically increase views and get back to the same revenue even with 70% cut.
