Robi Achieved a 124% Growth in Conversions Through Paid Search
Due to the significant growth in the Mobile Apps market and Mobile Financial Services, Robi experienced a decline in its Web Revenue. ADA stepped in to enhance advertising efforts by implementing contextual communication, launching remarketing campaigns, and utilizing automation. The outcome was a remarkable 124% increase in the conversion rate.
The Challenge:
Due to the significant expansion of the Mobile Apps market and Mobile Financial Services, Robi was experiencing a decline in Web Revenue. Over 80% of customer-initiated transactions were taking place through the MyRobi App or Mobile Financial Services (MFS) providers. Although customers were initiating purchase or reload processes successfully on various owned media platforms, they were not completing the transactions. Additionally, some customers were searching for the best offers but were unable to find them through search engines, leading to difficulties in finalizing deals. Budget constraints also led to algorithm issues within the ad platform, impacting the effectiveness of ad placements and reducing campaign exposure on search engines.The Strategy:
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Enhanced Contextual Communication: OttawaDigitalBiz focused on improving contextual communication to boost overall Web Revenue for the client.
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Strategic Remarketing: Past digital activities on the App, Web, and PWA App were carefully analyzed to execute a highly optimized remarketing campaign that prioritized customer experience.
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Protection of Brand Keywords Against Competitors: As competition became more intense, OttawaDigitalBiz closely monitored competitors’ activities and assessed keywords bid by competitors.
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Addressing Campaign Bid and Budget Exhaustion Challenges: Automation was utilized to optimize ad activities through the Google Ads platform.
The Implementation:
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Maximizing OptiScore and Enhancing Creativity: Dynamic Search Ads (DSA), Responsive Search Ads (RSA), and relevant Search Ad Extensions were implemented according to Google’s best practices.
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Expansion and Optimization of Audience Depth Score: Utilizing related audiences, Remarketing Lists for Search Ads (RLSA), In-Market Audiences (IMSA), and other pertinent audience segments, customers were targeted based on their previous digital interactions.
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Integration of Google Beta – Auto Applied Recommendations Control Centre: Google’s Auto-Apply Recommendations were activated, enabling automated optimization for Ads & Extensions, Keywords, and Targeting.
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Resolution of Budget Exhaustion Issue: Customized Google Ads Scripts were employed for budget automation, streamlining processes and increasing engagement opportunities.
The Results:
- OptiScore achieved a perfect 100%.
- Absolute top impressions reached a remarkable 90.62%.
- Cost per conversion decreased by a significant factor of 4X.
- Conversion rate experienced a substantial increase of 124%.