Categories Name : COMMUNICATION

Sub-Category : Best Use of Search Marketing

Entry Name (Campaign) : Unlocking Homes, Unleashing Success: Unveiling the Pinnacle of Search Marketing Excellence in 'Ghar Ek Mauka Ek'

Results

Advertisers find Google Search algorithm as a barrier in order to reach audience outside their potential keyword pool. We had to find our way to break it and reach other pools of audiences. We made ourselves a relevant advertiser by adding content around homebuilding basis the study on searches done by potential Home Builders. We successfully found our way to reach more audiences beyond the keyword pool for Cement and explored audience in the ‘HomeBuilding’ category which is quite broad. We created a complex campaign structure keeping the search algorithm in mind serving all indirect business searches. Optimized, detailed search campaign was set up for each type of queries around home building and language targeted ad sets. Further mapped the keywords against the right website landing page which had the relevant video out of the total videos sections created with 250+ byte sized videos in 9 different languages, also mapping the regional language keywords with the right video was a task. Generic keywords which are not around cement was added. Continuously monitored presence of other brands to make sure our presence remains on every unanswered queries of Home Building by other brands. Managed multiple factors to support and maintain our quality score.
Result: • Successfully increased our search query pool to 51.3 Lacs searches i.e. 4.4x times more of cement searches by identifying untouched queries of HomeBuilding category keywords by other advertisers
• We received 2x higher CTR on our vernacular campaign
• A massive 225% increase in brand searches just in a span of one year The return on investment was startling as we witnessed astonishing results in mind measure like:
• 60% of consumers successfully associated UltraTech Cement as an ‘Expert Home Building Companion’
• 15% lift in brand recommendation score surpassing all our past benchmarks
• 89%