By Sniha Bhagawati | Lead, Business Strategy and Analytics | ETML
Every business shares a common need wrt performance marketing: To scale campaigns aggressively while keeping their CAC under control. This article delves into how the ETML team accomplished this by adopting unconventional strategies for a leading App Client specializing in automotive services.
Objective
The main aim was to scale campaigns aggressively while maintaining the CAC effectively. The main spends were on a specific car-related service, utilizing UAC to attract the majority of users for transactions. Whenever stable campaigns were scaled beyond a certain point, the CAC shot up. Hence, a four layered approach was being followed for the ultimate results :
Category Analysis:
-Identified fluctuating trends in category searches throughout the year.
-Strategized scaling decisions were taken based on peak seasons and trends.
-Campaigns were not scaled when the category searches had lower volume, this is in direct correlation with the fact that if there is no demand for the category then beyond a certain point, the CAC would shoot up. A basic understanding of business seasonality was also being established based on this trend analysis.
Inventory-Wise Analysis:
-Because we achieved the lowest CAC on Search Inventory, we made efforts to manage campaigns to focus on utilizing this inventory.
-As the UAC operates as an AI-driven campaign beyond direct control, we implemented several indirect methods to optimize the usage of Search Inventory to its fullest potential (details below).
-Once the Search Inventory is exhausted, the budget automatically shifts to the Display Inventory, leading to an increase in CAC.
Weekend VS Weekday Analysis :
-Implemented dynamic scaling strategies for prospective campaigns.
-Utilized weekends for aggressive scaling, considering the nature of the service.
-Created a dashboard using Adbytzz to analyze trends between weekends and weekdays in depth.
Dynamic LOCs (Location-Based, Season-Based, Festival-Based Campaigns):
-Meticulously planned and scheduled location-based campaigns.
-Developed a creative calendar aligning with long weekends, festivals, and holiday periods.
-Curated headlines and descriptions to optimize search inventory during relevant searches. (For example, if someone searches for Weekend Getaway Ideas, we wanted our ad to be triggered, hence made adcopies based on Weekend Getaway)
Results
-The spends grew by 2.4x in Q4 compared to Q2 with a reduction in CAC by 29%. This demonstrates the success of the four-layered approach in achieving the client’s objective.
-This also proved that in the age of AI, thinking out of the box and performing unusual analysis can help in changing the AI algorithm to achieve necessary results.
