Krishna Ayurveda’s 300% digital growth by the strategic use of Google Ads and seasonal product strategy
Krishna Ayurveda, a brand deeply connected to ancient Ayurvedic traditions, has seen incredible growth as a result of their partnership with ETML for their digital journey. By carefully balancing reach and efficiency, ETML ensured that every penny was spent wisely. The brand’s ability to capitalize on seasonal demand for specific products was another key factor in their success.This case study showcases the power of data-driven marketing and the importance of strategic planning in the competitive wellness market.
Major highlights include :
- Implementing Google inventories and ensuring month-on-month expansion of product categories
- Developing distinct Performance Max (Pmax) and Search funnels to optimize potential conversions
- Employing precise audience targeting by deploying accurate audience signals
- Expanding campaigns at both the city and product levels to ensure localized targeting
- Segregating campaigns at the product level, focusing on underperforming products by isolating them into separate dedicated campaigns
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1. INDUSTRY BUZZ:
Meta’s detailed targeting exclusion gets the boot; advertisers aren’t too pleased with alternatives
Meta is phasing out its “Detailed Targeting Exclusion” feature, which allows advertisers to exclude specific audiences from their campaigns. Advertisers are unhappy with the alternatives, as they fear losing the precision targeting that helped them avoid irrelevant or risky audiences. This change is part of Meta’s ongoing efforts to enhance user privacy and address concerns around ad targeting, but it leaves advertisers searching for new ways to maintain campaign effectiveness without the granular control they previously had.
Upcoming sale season: Brands ad spends on festive season getting wasted
As brands gear up for the festive season, a significant portion of ad spending is being wasted due to poor targeting and lack of effective strategies. While there is an increase in ad budgets, many brands are not optimizing their campaigns to reach the right audience, leading to missed opportunities during this critical sales period. To maximize ROI, brands need to focus on data-driven strategies and precise targeting to ensure their festive season campaigns effectively engage potential customers.
YouTube unveils Picture-in-Picture ads for live streaming
YouTube has introduced picture-in-picture ads for live streaming, allowing ads to appear in a smaller window during broadcasts without significantly interrupting the viewing experience. This new format aims to enhance viewer engagement while offering creators additional revenue opportunities. The move builds on previous experiments with mid-roll ads, which have already shown success in increasing ad revenue for creators.
Netflix closes successful upfront and expands advertiser capabilities
Netflix’s second year of Upfront negotiations saw a 150% increase in ad sales commitments over 2023, securing deals across key categories like CPG, Tech & Entertainment, Auto, QSR, and Retail. Partnerships were made for upcoming films, series, and live events with sponsors like Pure Leaf and Amazon Audible. Netflix introduced new ad-buying and measurement capabilities, expanding programmatic options and enhancing verification tools, while preparing for a global launch of its in-house ad tech platform in 2025.
2. ETML SPEAKS:
Maximizing brand impact: The strategic guide to advertising on your own keywords
The guide on advertising with your own keywords emphasizes the strategic advantages of targeting branded terms to enhance brand visibility and drive conversions. It highlights the importance of bidding on your own keywords to capture high-intent traffic, protect your brand from competitors, and improve your ad campaign’s ROI. There are practical tips for optimizing keyword strategies, such as crafting compelling ad copy and leveraging data insights to refine targeting, ensuring your brand stands out effectively in search results.
How to successfully launch a new category on Amazon
The blog provides a comprehensive strategy for successfully launching a new product category on Amazon. Key steps include conducting thorough market research to understand demand and competition, optimizing product listings with relevant keywords and high-quality images, and leveraging Amazon’s advertising tools to boost visibility. It also emphasizes the importance of monitoring performance metrics, adjusting strategies based on data, and engaging with customer feedback to refine the approach and drive successful category launches.
3. DATA & ANALYTICS:
Unified iOS report from Singular
Singular’s unified iOS report reveals significant trends in the iOS app ecosystem. It highlights the growing importance of user acquisition and engagement metrics, emphasizes the impact of privacy changes on tracking, and notes the rising role of automation in campaign management. The report offers actionable insights for enhancing app performance and maximizing return on investment, reflecting the evolving landscape of iOS app marketing and development.
Google removes “Auction Insights” from Looker Studio
Google has removed the Auction Insights connector from Looker Studio, impacting users who relied on this tool for competitive analysis and bidding strategy insights. Existing data sources will lose this access on September 23rd.The removal affects how advertisers access and analyze auction performance data, requiring them to seek alternative methods for evaluating their ad campaigns’ competitive landscape and making informed bidding decisions. Google has yet to provide a direct replacement or solution, leaving users to adapt their strategies accordingly.
New Google tools to boost first-party data strategies
Google Ads has introduced a new tool, Google Ads Data Manager, to centralize and simplify the management of first-party data across various sources like CRM systems and CDPs. This tool enhances campaign effectiveness by making it easier to use first-party data for improved lead conversions and accurate measurement. The tool will be available in Google Ads by early 2024.
4. GROWTH STACK:
Reel deal: How short videos are redefining Indian marketing
Short videos are transforming Indian marketing by enabling brands to engage with audiences in dynamic and impactful ways. The Economic Times article discusses how the popularity of platforms like Instagram Reels and YouTube Shorts is driving this shift. Brands are leveraging these formats to deliver creative, concise content that resonates with consumers, boosts brand visibility, and enhances user interaction. The rise of short video content is also influencing marketing strategies, encouraging a focus on authenticity and real-time engagement to capture the attention of India’s diverse digital audience.
Q-Comm Vs Kiranas : What does the customer want?
Indian consumers are increasingly balancing their preferences between quick commerce and traditional kirana stores. Q-commerce is appreciated for its fast delivery and convenience, while kirana stores are valued for their personalized service and local trust. Customers enjoy the efficiency of Q-commerce but also the community connection and familiarity of kirana stores. Brands should consider these factors to effectively meet varied customer needs.
