The Challenge
Following a successful 2023 awareness campaign, Perry Ellis partnered with ARKTOP again in early 2024, this time with a performance-driven objective. The goal was clear: generate direct conversions through YouTube video ads while maintaining brand alignment and cost-efficiency. This meant optimizing not for views, but for purchases and return on ad spend (ROAS).
Our Approach
ARKTOP developed a conversion-focused YouTube campaign using multiple video creatives and refined targeting from the prior campaign. Key tactics included:
- Launching and testing both 30-second and 15-second responsive video ads, built for direct response
- Retargeting warm audiences from previous touchpoints, including those reached during the 2023 awareness phase
- Targeting high-converting segments like high-income males aged 35–54, with added focus on non-parents and sports interests
- Allocating budget to top-performing states (California, Texas, New York) and devices (mobile for engagement, tablets for conversions)
- Optimizing campaign structure around cost per conversion rather than impressions or views
Results
Conversion Campaign Performance (Q1 2024)
- 2,261,798 total impressions
- 678,366 views across two ad sets
- $34,995.54 total spend
- 197 total conversions
- $177.64 average cost per conversion
| Ad Group | Views | Conversions | Cost | CPA |
| Perry Ellis Q4 – 30s | 508,395 | 175 | $30,207.41 | $172.61 |
| Perry Ellis Q4 – 15s | 169,971 | 22 | $4,788.13 | $217.64 |
Strategic Takeaways
- The 30-second ad variant drove 89% of total conversions with the best CPA
- Mobile was best for discovery, while tablets and desktop devices drove actual purchases
- Sports Score interest segments had the most cost-efficient performance
- Audiences aged 45–54 remained the most efficient converting group, while 35–44 drove the most volume
- Non-parent, high-income males continued to dominate the conversion pool
Conclusion
The 2024 YouTube campaign proved that video ads can be an effective conversion tool when paired with the right audience strategy and creative format. ARKTOP helped Perry Ellis generate nearly 200 conversions through targeted video placements while maintaining a strong CPA below $180, solidifying YouTube’s role as a reliable revenue driver in their media mix.
