Our partner Crompton is in a highly competitive industry. We uncovered the insight that while almost all consumer electrical purchases happen offline, 80% of consumers still do their evaluation of options online.
This meant there was a potential to win them over in the consideration stage through strategic search engine marketing.
For this, we adopted a four-pillar approach. Firstly, instead of allocating budgets only for seasonal keywords, we switched our “exact match” keywords with more and targeted relevant keywords for products or services that were not currently in season, in order to reach potential customers who are still interested in the larger category of those products or services.
For example, in the winter when fans were in low demand, we considered keywords like “home cooling solutions” or “energy-efficient appliances” to reach potential consumers who may be interested in home appliances but not specifically in fans, allowing us to continue advertising the products irrespective of the demand.
Secondly, our research showed that many users in India search in Hindi or misspelt terms. So we spotted an opportunity to increase traffic by leveraging words like “Gijar” (geyser) and “Crompton pankha” (fan) alongside bids for English keywords.
Thirdly, we rigorously monitored our competitors’ websites through SEMRush and manual searching, constantly refreshing our content every two months to stay ahead of the curve. And lastly, we enhanced traditional text ads to image-based ads using image extensions, which accounted for 1/3rd of our total web traffic.
We had customized campaigns and relevantly formatted content running to address the needs and questions of customers at every stage.
As a result of our efforts, their Click Through Rate (CTR) improved by almost 50%, their Cost Per Click (CPC) was reduced by 1.4X, and users spent 3x more time on the website.