The most popular electronics dealer in Kerala with an e-commerce outlet approached UPILA with a goal to enhance their online sales channel and drive revenue from their website. With extensive hygiene activities and ROI-oriented ad campaigns, we gave them an optimized online sales channel with proper tracking systems.
Client | MyG Ecommerce |
|---|---|
Services | Pay Per Click, Event Promotions |
Performance Growth | 5X |
The Challenge
When MyG, the most popular electronics store in Kerala, signed up with us, their existing performance marketing campaigns and strategies were not contributing much in terms of conversions and were not conducive to their larger business goal.
The challenge was to bring in digital marketing hygiene to make space for better strategies and campaigns. The goal was to reignite their online sales channels and drive revenue from their ecommerce channel through ROI focussed campaigns.
Results
Within two months of hygiene activities and ROI-focussed ad campaigns, we were able to accomplish a stunning business growth and cost-cutting for MyG. Discrepancies across the dashboards displaying conversion numbers were rectified.
The costs for ads were reduced by 60% compared to what was being spent before our campaigns. An increase by over 230% was observed in interaction rate. Conversions shot up by 55% and the cost per conversion was reduced by 73%. We also watched the conversion rate skyrocket by more than 350%.
Our Proud Numbers
in interaction rate
How We Did It
To launch an effective marketing campaign for MyG, we had to start from hygiene activities. There were a lot of loose ends to tie up and dormant campaigns to weed out before we could tap into their full potential. We carried out thorough cleansing of their marketing campaigns.
The next step was to set up a flawless conversion tracking so as to ensure there was no inconsistency between the different data dashboards. Due to a lack of proper conversion tracking set up, no conversion-oriented campaigns were run earlier. We corrected the discrepancies in the conversion numbers displayed in terms of number of orders and revenue value driven through online ads on various data dashboards namely Google Ads dashboard, Google Analytics dashboard and the backend of the website through basic measurement hygiene activities throughout all these measurement channels.
Once done with the hygiene activities, we spotted the opportunity for Target Return-On-Ad Spend (tROAS) campaigns since MyG was an ecommerce site with a wide array of consumer durables. We were able to set up Target ROAS ads for them which ensured conversions that yielded returns in multiples of what we spent. tROAS ads helps us program Google Ads to give us conversions to the effect of returns amounting to at least four times the ad spend. This enabled a ROI-focused campaign.
We also cleaned up under-optimized ads which had been running for a long time without any conversions or measurements. We applied Google dynamic search ads wherever possible. This ad type is extremely powerful for e-commerce sites like MyG since we are allowing the Google ad system to act in an autonomous way in terms of delivering the ad to the users based on the users search query and mapping it to the categories in the ecommerce site. Google would extract information from product descriptions and categories from the destination pages we provide and curate ads that best work with the user searching for the product or solution.
Further, we broke down the campaigns to category levels as part of the hygiene activity, making the ad campaigns run smoother and more refined. This enabled more visibility as to how each category of products fared during the campaigns. We were able to evaluate the ad campaigns based on parameters like ad spends, conversions, performance and cost per acquisition and to identify which categories needed more attention.
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