Challenges

When the lockdown was imposed in mid-2021, Antara noticed a sudden drop in the search volume and the user interest. Staying indoors became critical for the wellbeing of the users. Overall, the performance of the campaign was affected, including an increase in the per-lead-cost for every inquiry received. Since the COVID-19 cases were on the rise, the sales team couldn’t facilitate site visits to prospective clients. However, the competitors had started bidding high to acquire the most potential users. Thus, the cost-per-click and cost-per-lead increased exponentially.

Platform and Targeting Strategy

• Types of keywords: Branded, generic and competitors
• Audience building: Remarketing, custom audience lists such as company, designation, and interest; cohort building; in-marketing/affinity audience
• Platforms: YouTube, Google display ads, Facebook, and LinkedIn

Optimisation Strategy

• Refining audience: Basis hyper-local, income and age parameters; excluding audiences’ basis the non-workable leads
• Optimizing bid: Basis the user-search behavior, cost per lead and click basis the competitor impression share and lead quality; identifying the appropriate bid by initiating the campaign on maximize conversion, and switching it to Target CPA after the fixed cost-per- conversion is defined.
• Using contextual content for each funnel to improve ad quality score: Filtering irrelevant users with segmented layering of campaigns; funneling the campaigns to understand the user behavior and filtering out uninterested users.