Overview

An Indian company, based out of Bhuj, Gujarat, Ozean has been a power player in the water industry since the last six years. Dealing with the manufacturing and supply of all kinds of domestic, commercial as well as industrial RO systems, Ozean, also works with wastewater treatment and water reuse. Committed to excellence, the company ensures that you never have to compromise on quality.

Equipped with the latest purification technologies such as are RO, UV, UF and Alkaline, the company provides the best water purifiers and accessories all across India. Dedicated to making the world healthy and safe, Ozean is continually on the lookout for smarter technologies and inventions that can aid and improve the quality of life for everyone, through access to clean water.

Looking to increase their Return on Ad Spend (ROAS) within existing markets, they came to us to develop a playbook, that could help them in increasing profits that could be then reinvested in expansion into new regions.

Challenges

Operating in a competitive, seasonal market Ozeanbenefits significantly from the economies of scale, as it is much more cost-effective for them to ship out 100 orders than to ship out just 10. Therefore it is imperative that they take big risks to aggressively capture as much market share as is possible, especially during peak seasons.

The shopping campaigns that they had been running, had traditionally been unprofitable, and as such campaigns were spread too thin. We realised that we needed to focus more on promoting the products that would yield them the highest average order value, all the while increasing our flexibility to be able to capture profitable business throughout the different regions being serviced.

Strategy

From the onset, feed optimisation and campaign restructuring helped them in dramatically increasing the ROAS from the shopping campaigns. We ensured them that we were only featuring products that were most likely to appeal to their core audience.

Using this approach would also train Google’s smart bidding algorithms, to be able to better understand the demographic of the core audience and what specific signals that were related to the search, correlated with getting a higher conversion rate. Training the algorithm, to be able to make more confident decisions regarding the best customers, would be the essential step in enabling them to enter new markets profitably. Post this, we initiated a consolidation strategy within the search campaigns, in order to increase the freedom and flexibility for smart bidding.

We realised that the previous management had cemented the search campaigns based on minimal variations in keywords. Long-tail keywords (keywords that included the name of a city or a specific type of Water purifying service) had been receiving a large percentage of the budget, than broader keywords such as flower delivery service, etc.This strategy was somewhat outdated – since ultimately, Ozeanis not affected by the fact whether a person is searching for water services or a water purification service in Gujarat- all that finally matters, is that whether that user is converted into a customer under a profitable ROAS.

One of the biggest pitfalls that we witness when we inherit accounts, is the assumptions about the given keyword’s buyer-intent, and the decision to structure the marketing budget and bids around this assumption. As opposed to this, proper implementation of a marketing strategy, allows intelligent algorithm to be able to make much more accurate predictions regarding buyer-intent, regardless of whatever the users search query might be.

In the end, a consolidated account structure allowed more freedom for the smart bidding algorithms to perfectly capture the low hanging fruit profitably, apart from this an aggressive go after the traffic, is much more like likely to get converted into a higher than average order value.

Results

• 290% Increase in Shopping ROAS
• 27% Increase in Search ROAS
• 25% Increase in Shopping Conversion Rate
• 102% Increase in Account-Wide Conversions