Campanie
General Information:
Strategic approach:
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How we created a funnel within a funnel in the search campaign to boost Black Friday Return on Ad Spend and deplete stocks Orange Romania is the leading telecommunications provider in Romania. For Black Friday, the online shop of Orange wanted to boost conversions and increase revenue. We anticipated a high competition environment in Search and Shopping channels, and since we wanted a high Return on Ad Spend, we came up with a specific framework to enhance efficiency. While looking at historical data of previous search campaigns revealed a very actionable insight: search queries can signal how close the user is from making a purchase. More exactly, the degree of specificity in the search input placed the user into one of the 3 categories - Prospecting / Pondering / Shopping. The hypothesis was that treating those three categories differently would greatly increase the campaign effectiveness. Therefore, strategically, we imagined a funnel inside the overall shopping funnel, based on the input from the search intent. We splitted the campaigns into 3 categories, based on how close to conversion the customers are: 1. If the search focused on multiple brands (e.g. Samsung, iPhone, Huawei etc.) related keywords, we considered them to be in the prospecting phase, further still from the buying decision. That meant we needed to attract them towards the brand. 2. If their search input was referring to Orange brand (e.g. reduceri Orange) but it was still unspecific, we presented them with ads aiming to highlight main products, benefits and differentiators to assist and impact their decision making. 3. If the search input focused on the product, e.g. a telephone brand and specific model, we assumed they are much closer to making a decision. In this phase it was about who gets to be present and answer the search inquiry. 3.1 Moreover, based on data from our client, we developed a custom script to select the most wanted products from the online shop for the prior 30 days and made sure we bid for those products. |
Execution:
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