An E-Commerce client had been internally managing their campaigns over a few months by trial & error. Some hits & a few misses later, they faced a unique challenge - the pandemic had brought about a stir in consumer behaviour. Most of the consumers started using digital devices for online shopping, many consumers started showing new shopping behaviours and usage of smartphones for E-commerce purchases has shown a huge growth. This growth has caused an immense increase in online traffic & search volumes, and that means more competition.
Problem:
More traffic meant more competition, due to
competitor advertising, the client’s on-page ad positions began decreasing
drastically. With more competition for search phrases, the account was becoming
much more expensive to retain, and in-turn providing a poor ROI. Before
I got a hands-on account, the CTR was too low. The impressions were high
but the clicks and interactions were as low as it can get, which also meant a
decrease in ROI. To continue running the ads meant going under losses for the
client.
Solution:
After an in-depth analysis of the client’s
account, I generated a customer persona to better understand the niche
audience. My strategies combined with the client's dedication to reach the
customers, we came up with a customized solution that fits the end-customer.
Firstly, by running promotions and campaigns that fit each location’s unique
demographic, we could see a significant increase in the CTR. Secondly, by
segregating the products into specific categories, I was able to utilize a
hierarchy of keywords which would fit the customer’s needs. Specific targeting
& specific keyword usage, combined helped me reach the right audience. I was able to get 41% more site-wide new users & the conversions
increased by 33% over time.
Summary:
Achieved the client’s goal of improving CTR and acquired 41% more new users & increased conversions by 33%