Overview

Established in the year 1986, Bhagat farm is located in Bhuj, Gujarat. With decades of experience in the cultivation of crops such as Barhi dates, pomegranate, apple ber etc. the farm has one of the highest cultivation yields in India. Employingbest-in-class agriculture practices at the farm, their produce caters to both domestic and international market and in recent years they have also invested heavily in creating a brand image of nutritious food products.

Bhagat farm aims at expanding the market to Europe and other countries overseas, in the next five years. Especially known for their seasonal produce like dates and pomegranate, they are looking at generating more and more sales in both the domestic and international market, by offering quality products with faster deliveries and modest pricing.

In the traditional sense, Google AdWords had always been a fantastic source for profitable credit repair leads for companies such as Bhagat farm. However, due to the recent changes in the dynamics of the agricultural industry, numerous challenges have cropped up. With the due realisation that the existing model of using Google AdWords for fuelling deals agricultural produce was not a method that would be sustainable forever, the executive team at Bhagat farm reached out to us to help in improving their lead quality

Bhagat farm was brought on board in the Swastika Media, to help them manage a brand transition and to also in developing an effective long-term marketing strategy.

LAYING THE GROUNDWORK

Post coming on board, the first task that we undertook, was the improvement of the efficiency of the PPC campaigns. Working with the developer team to accurately set up conversion tracking from their form submissions, and also installing call tracking software onto the website, we got the work started. We also discovered that their existing AdWords campaigns were not so sound structurally – many keywords and ad groups had been duplicated two or three times, the budget was mismanaged and quality search terms were coming in at an exorbitantly high cost-per-click.

THROWING OUT BEST PRACTICES

We absolutely disapprove of the term ‘best practice’, because even though the term propagates this thought, we know better that if a strategy works for one account, there is absolutely no guarantee that it is going to translate into similar success for another account. This what could not have been more true, than when we started working with Trikon. Any preconceived notion of search query intent, ad relevancy or landing page content had to be thrown out the window.

Relying solely on creative thinking, advanced A/B split tests, and also an understanding of how consumer behaviour works, we began working on turning the account around. So putting away all our books on AdWords for Dummies, we picked up our psych 101 textbooks (we hope you caught our drift - we don’t really own any AdWords for Dummies Book - If such a thing even exists!)

For example, it is quite common to assume that if someone is searching for "waste collection company”, it would be more valuable than someone searching for "how to reduce my waste," simply because the former seems to imply that they are willing to pay for a service. However, at the end of the day, both users are ultimately searching for the same solution, and if we're able to acquire the latter user at a much cheaper cost-per-click, then both users can contribute majorly in our growth.

Elaborating to this line of thought, best practices would suggest that a user who is searching for "waste removal company" should be shown ad copies that specifically say “Commercial Waste Removal Company” so as to imply higher ad relevancy. However when there is a full page of competitor ads that state “waste collection company” in the headline, we found that using terminology that is completely different, actually helped us in standing apart from the rest of the crowd.

This very practice, helped us in achieving higher click-through-rate, at a lower cost-per-click, and also a higher conversion rate in many competitive areas of the account.

UNDERSTANDING USER MINDSET

Over a period of time, we discovered that there were two core segments of our user base. There were those who were in need of a particular service for a specific purpose which could range anywhere between home waste removal to restaurant waste removal, etc., and then there were those who needed a more comprehensive service offering. People who had recently stop current company contract and needed to do new contract as soon as possible.

There were also many segregating factors that separated the two audiences. Those who are in need of waste collection service for purposes such as a home, office, garage, etc. only, are more time-conscious than price-conscious. They are also more than likely to be searching via their mobile device, let's say when they are at an open office, or at an end of the month account clearing time, etc.

Herein, we saw the opportunity for custom landing pages, that could cater to these two audiences. This would be our first step towards effectively transitioning the bulk of the ad spend from the brand Trikon CWS to the brand Sperity.

IMPROVING LEAD QUALITY

The primary challenge faced by any lead generation initiative is evaluating every lead that comes through and then optimising it for better lead quality. When our partnership with Trikon CWS began, the sales team was closing leads at the rate of about 8%. However, we knew that if we could improve the quality of Leeds, we could actually be able to afford a higher cost-per-lead in the AdWords campaigns, which would eventually drive in more business.

Thus, to this end, we established feedback mechanisms with the sales team, so that we would be able to obtain a better understanding of quality leads.

This, in turn, helped us in discovering that many leads are in search of change waste collection company for a specific reason, but rarely declaring their intent in this search query. This meant that they were more likely to be just searching for waste removal, as opposed to the specific reason for change company for waste removal. Once we were armed with this knowledge, we ensured that we got the most relevant content on the landing pages, that finally resulted in a greater conversion rate and also a lower cost-per-quality-lead.

Apart from this, we also discovered that most leads that did not close into deals, did so because of the cost of service. As a result of this, we launched remarketing initiatives, that were specifically geared towards former leads from 2-3 months prior, that did not close into deals. We were hopeful that these leads had, had the time to re-evaluate that decision, and might now be in the mindset of coming back and signing up for the service. Even though this was not an instant success, we also performed an additional test of offering a 15% discount to this former Leeds, that helped us in generating a significant spark amongst this audience.

TRANSITIONING TO A NEW BRAND

Going to the improved structure of the AdWords account, accurate conversion tracking, meaningful multivariate testing and other effective feedback mechanisms, our team was finally able to slowly grow the number of leads that Kalash receiving in proportion to the leads Trikon CWS received over time.

Since both of these bands were important components in sustaining the business for the long haul, we arrive at the conclusion that users that were looking for a one-time waste collection solution, would be better suited to words Trikon CWS as a brand, whereas users that were interested in a more comprehensive solution that would benefit the overall financial well-being, were better candidates for Kalash as a brand.

PUTTING IT ALL TOGETHER

Swastika Media was able to help grow Kalash as a brand into a unique space of waste removal and mentorship while maintaining a steady flow of one-time waste collection leads for the existing Trikon CWs brand.

• Thanks to ongoing testing and optimization of custom landing pages and other website content, we saw an increase in the conversion rate of 9.5%.
• Owing to ongoing feedback with the Trikon CWS sales team, we were able to help improve their close rate from 10% to 18.5%. A percent-change of 85%.
• The improved lead quality put fewer restraints on the break-even cost-per-conversion from our PPC efforts, which allowed us to experiment with new initiatives that ultimately brought in more business. Overall, the cost-per-new-client improved by 37%.