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Leveraging Keyword Intent
By leveraging keyword intent for intent-driven marketing, we can attract qualified prospects and generate quality leads with high intent to drive conversions. We are data-driven and the same is at display in the following approach below classifying our search advertising into two funnels
High Intent Keyword
High intent keywords have high commercial intent but limited traffic potential. These keywords signify a strong intent on the part of the searcher to conduct a transaction inquiring about a product, service or company. Users from these keywords might also have a strong possibility of leading to a later conversion. Therefore, we ask them to fill a quick form for lead generation followed by two action paths-
Time-bound Retargeting Ads for soft reminders that will bring them back driving conversions
Offline conversions via tracked calls that will go hand in hand through sales efforts.
The route is:
Direct Ads -> Landing page -> Leads -> Sales Team Call -> Acquisitions
Low Intent Keyword
Low intent keywords are either navigational or informational in nature. Someone looking for information/basic tips or searching for a specific website like SBI’s offerings is unlikely to commit to a purchase for Zippi as a result of these types of searches, meaning their commercial intent is considerably lower.
They have high traffic potential since the bucket is broad.
We optimize such kind of traffic with page engagement, and we follow up with retargeting ads and sales calls selectively.
The route with a slight detour:
Direct Ads -> Gamification App Landing Page -> Engaged Traffic -> Remarketing -> Leads -> Sales Call to Qualified Lead (Based on In-App Analytics) -> Acquisitions
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Strategising Growth through Analytics: Improving overall system efficiency for Mamaearth
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