Results

Key performance indicators, such as Click-Through Rates (CTR), consistently maintained levels above 0.5% across various ad sets, with an overall CTR on Meta reaching 0.37%. Google exhibited an overall CTR surpassing 1.2%, indicating robust engagement from the targeted audiences. Furthermore, the innovative use of unique coupon codes and precise targeting contributed to effective campaign optimization, resulting in a favorable Return on Investment (ROI). The strategic choice to implement open targeting on Gpay and PhonePe significantly elevated our Engagement Rate from 5-6% to nearly 25%, subsequently lowering our Customer Acquisition Cost (CAC). The revised voucher system on Gpay attracted deliberate selection from users, elevating it to a sought-after product. Concerning Meta, our most impactful audience segments were identified through carefully crafted user personas, guided by insights from GA4 data. These personas enabled precise targeting of individuals whose viewing preferences closely matched our platform's offerings. Additionally, targeting users with a pre-existing interest in Over-The-Top (OTT) platforms yielded fruitful results, given their affinity for similar content. Furthermore, remarketing proved to be an effective strategy, re-engaging individuals who had previously interacted with our platform but had not yet subscribed. For Google, leveraging audience signals in Performance Max campaigns yielded exceptional results. This success motivated us to delve deeper into audience signals within the same campaign type, enabling continuous refinement of our targeting strategies.