Service

PPC Ads

Project Location

India

Service

Google Ads

Clients Background

Industry: Electronics Retail
Platform: Croma Online Store
Monthly Ad Spend: ₹10,00,000
Objective: Increase Return on Ad Spend (ROAS), drive in-store visits, and boost online conversions.

Objectives

  •  Achieve a high ROAS across all campaigns.
  • Enhance brand awareness through strategic display campaigns.
  • Drive more in-store visits and call inquiries.
  • Optimize campaigns for higher conversions.

Platforms Used

Objectives

  • Achieve a high ROAS across all campaigns.
  • Enhance brand awareness through strategic display campaigns.
  • Drive more in-store visits and call inquiries.
  • Optimize campaigns for higher conversions.

Challenges

  • Balancing between online conversions and in-store foot traffic.
  • Managing a diverse set of campaigns (Search, Display, Shopping, Smart & GMB) with different goals.
  • Improving ROAS for underperforming campaigns like Search.

Strategy & Implementation

1. Search Campaign Optimization

– Current ROAS: 1.4
Actions:
– Keyword Refinement: Focused on high-intent keywords that are more likely to convert.
– Bid Adjustments: Implemented bid adjustments based on device, location, and time of day to optimize spend.
– Ad Copy Testing: Conducted A/B testing on ad copy to enhance relevance and engagement.

Result: While the ROAS for search campaigns was 1.4, ongoing optimizations aimed to improve this by focusing on more targeted and high-intent keywords.

2. Display Campaign for Brand Awareness

– Objective: Increase brand visibility and awareness.
Actions
– Creative Strategy: Developed visually appealing ads highlighting Croma’s product range and promotions.
– Targeting: Leveraged demographic and interest-based targeting to reach a broader audience.
– Performance Monitoring: Monitored engagement metrics like CTR and impressions to assess brand reach.

Result: The display campaign successfully improved brand awareness, reaching a large audience and generating significant impressions at a low cost.

3. Shopping Campaign Optimization

– Current ROAS: 2.0
Actions
– Product Feed Optimization: Ensured that the product feed was fully optimized with accurate descriptions, pricing, and high-quality images.
– Smart Bidding: Utilized smart bidding strategies to maximize conversions at the lowest possible cost.
– Negative Keywords: Added negative keywords to reduce wasted spend on irrelevant searches.

Result: The shopping campaigns achieved a solid ROAS of 2.0, indicating effective targeting and bidding strategies.

4. Smart & GMB Campaigns for In-Store Visits and Calls

– Objective: Drive more in-store visits and increase call inquiries.
Actions
– Local Targeting: Focused on location-based targeting to reach potential customers near Croma stores.
– Ad Extensions: Utilized location and call extensions to make it easier for customers to visit or contact the stores.
– Geo-targeting Adjustments: Refined geo-targeting to prioritize high-performing areas.

Result: The Smart & GMB campaigns effectively drove more in-store visits and calls, supporting Croma’s omnichannel strategy.

5. Performance Marketing Campaigns

– ROAS: 2.5
Actions
– Cross-Channel Strategy: Integrated multiple channels to create a cohesive marketing strategy, ensuring consistent messaging across search, display, shopping, and smart campaigns.
– Data-Driven Optimizations: Regularly analyzed performance data to make informed adjustments in bidding, targeting, and creatives.
– Remarketing: Implemented remarketing strategies to re-engage previous visitors and encourage conversions.

Result: Performance marketing campaigns were instrumental in boosting overall conversions, achieving a ROAS of 2.5, which is 2.5 times the return on ad spend.

Overall results

– Overall ROAS: 2.5
– Search Campaign ROAS: 1.4
– Shopping Campaign ROAS: 2.0
– Brand Awareness: Significantly enhanced through display campaigns.
– In-Store Visits and Calls: Increased due to effective Smart & GMB campaigns.

Conclusion

By strategically optimizing PPC campaigns across search, display, shopping, and smart channels, Croma was able to significantly improve their ROAS, increase brand awareness, and drive more in-store visits. The use of performance marketing played a key role in maximizing the effectiveness of the ad spend, achieving a return of 2.5 times the investment.