By Gagandeep Singh Bisht | Senior Manager, Digital Branding and Communication | ETML
Amid the changing dynamics of the advertising world, the chase to cost efficiency is a perpetual journey. With objectives ranging from having the higher engagement to maximizing RoI, advertisers are constantly seeking innovative approaches to optimize their campaigns. One such approach involves reimagining traditional branding campaigns to not only enhance engagement but also drive down Cost/Session, Cost/Engaged user and Cost/Qualified sessions.
The Traditional Approach:
Conventionally, branding campaigns have been optimized for metrics such as video views or impressions served. While these metrics provide valuable insights into reach and visibility, they may not necessarily translate into meaningful engagement or qualified sessions. Recognizing this limitation, we embarked on a journey to redefine our approach to branding campaigns.
A Paradigm Shift:
Our journey began with a simple yet profound hypothesis: What if we shifted our optimization focus from the typical branding objectives to prioritize qualified sessions?
The Experiment Unfolds:
As the experiment unfolded, we witnessed promising results across various metrics. Cost/Session, Cost/Qualified session, and session duration all showcased remarkable improvements, validating the efficacy of our revised approach. However, amidst the success of enhanced engagement metrics, one crucial KPI stood in stark contrast, i.e., keyword (KW) search volume.
Focus Clusters | Overall | ||||||||
| Optimized for Branding KPIs | Optimized for Qualified Sessions | ||||||||
| Brand Search Volume | Brand Search Volume | ||||||||
| Nov ’22 | Dec ’22 | % Change | Dec ’22 | Jan ’23 | % Change | Jan ’23 | Feb ’23 | % Change | |
| PAN India | 10,000 | 12,270 | 22.70% | 12,270 | 10,180 | -17.03% | 10,180 | 8,010 | -21.32% |
| Focus 1 | 5,000 | 6,380 | 27.60% | 6,380 | 5,250 | -17.71% | 5,250 | 3,600 | -31.43% |
| Focus 2 (South) | 800 | 1,860 | 132.50% | 1,860 | 1,420 | -23.66% | 1,420 | 1009 | -28.94% |
| Focus 3 | 900 | 1185 | 31.67% | 1185 | 1435 | 21.10% | 1435 | 780 | -45.64% |
During November and December, the campaigns were optimized for Branding KPIs and the optimization was shifted to Qualified Sessions in January
Note:
Focus 1 : Major cities with strong brand presence
Focus 2 : All southern cities
Focus 3 : Rest of India
The Critical Observation:
Digging deeper into our findings, we uncovered a concerning trend: a noticeable decline in keyword search volume, not only MoM but also across other market segments. This in turn raised a red flag, suggesting a reevaluation of our experiment’s impact on broader marketing objectives.
Revisiting the Hypothesis:
Upon reflection, we arrived at a humbling realization: While our experiment succeeded in achieving its primary objective of driving engagement and qualified sessions, it unwillingly compromised a fundamental KPI – KW search volume. This underscored the delicate balance between optimizing for immediate engagement and maintaining long-term visibility and searchability, which is the goal of any Branding campaign across the industry.
Moving Forward:
As we navigate the dynamics of our industry, our experiment serves as an important reminder of the balance between immediate marketing objectives (achieved via performance campaigns) and the importance of holistic optimization strategies. While prioritizing engagement is important, it must not come at the expense of fundamental KPIs that underpin long-term success of a strong Branding campaign.
In conclusion, our journey highlights the need for continuous experimentation and adaptation in the pursuit of advertising efficiency. By embracing a data-driven approach and remaining vigilant of unintended consequences, we can find a symbiotic relation between unlocking new experiments for cost-effective engagement while safeguarding the integrity of their broader marketing objectives.
