ADA helps Robi leverage Google Ads to optimise ad activities - Dynamic Search Ad, Responsive Search Ad (RSA), and other relevant Search Ad Extensions.
Robi faced a significant challenge as the Mobile Apps market and Mobile Financial Services experienced substantial growth, leading to a decline in Web Revenue. Over 80% of self-purchases were made through MyRobi App or MFS Providers. While customers initiated purchase or reload processes successfully, they ultimately did not complete transactions. Additionally, some struggled to find the best offers via search engines, hindering deal closures. Budget exhaustion on the ad platform led to algorithm issues, limiting ad visibility in search engine results.
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The Strategy
ADA implemented a multifaceted strategy to address these challenges. Contextual communication was prioritized to enhance overall Web Revenue. Remarketing efforts were optimized based on thorough analysis of previous digital activities on App, Web, and PWA App. Brand keywords were safeguarded from competitors, and campaign bid/budget exhaustion issues were resolved through the strategic use of automation via Google Ads.
Results
- 100% achieved in OptiScore
- 90.62% achieved for absolute top impressions
- 4X decrease in cost per conversion
- 124% increase in conversion rate
The implemented strategies yielded outstanding results. OptiScore achieved a perfect 100%, showcasing exceptional ad performance. Absolute top impressions reached an impressive 90.62%, signifying prominent ad visibility. Notably, there was a substantial 4X decrease in cost per conversion, indicating improved cost-effectiveness. Additionally, a remarkable 124% increase in conversion rate was achieved, highlighting enhanced campaign efficacy.
Awards
- Silver in Best Paid Search Campaign category at The Drum Digital Advertising Awards APAC 2021
- Bronze in Best Use of Search category at BBF's Digital Marketing Awards 2021
