GOOGLE ADS FOR ELRCTRIC SCOOTER

Electric scooters are plug-in electric vehicles with two wheels. The electricity is stored on board in a rechargeable battery, which drives one or more electric motors. Electric scooters have a step-through frame.

When Electric Scooter approached DMABS for its google advertising, they had a very clear and precise goal – to increase sales from bike users. The search inventory on Google network for the target audience was very limited. There were already several established competitors operating in this small, but hyper competitive market. To increase sale from such a small target market at a lowest Cost Per Lead was always going to be a tough challenge. It was going to require all our experience and expertise to deliver a perfectly targeted PPC campaign and meet the numbers!

This PPC campaign was launched in January 2017 for 3 months until March 2017.

Audience: Our first task was identifying the relevant business audience would be available. First point reference was the client data who was interested in electric scooters. Second point reference was client’s Google Analytics data of top Indian cities sending most traffic over the past 1 year. Third point reference was search volume extracted from AdWords.

We started the lead generation campaign with Google Search using relevant keywords to attract users looking for electric scooters. We realized very quickly that Search traffic was limited, but lead conversion quality was very good.

we planned a strategy especially focusing on for Google Display. Here’s what we did

We identified placement categories based on electric scooters. These were layered with demographic targeting. The top performing placements where campaign layered them with demographic targeting.

Always try to test new features, we utilized this technology very effectively. We used contextual targeting, based on keywords and competitor domains, within Gmail to generate leads.

We built a custom affinity audience based on specific keywords and competitor URLs. We layered Interests over this to define a highly relevant audience.

Since their competitors were already advertising effectively, we knew we would be able to find In-Market audiences. This technology was used with great results.

We used the Smart Display Campaign Optimizer to manage targeting and bidding for Display campaigns automatically. This helped us find conversions at the desired cost per lead.

We utilized the search network data to re-market on the display network. While effective in terms of cost per lead, it couldn’t deliver volumes based on search volume limitation.

All Campaigns on the display network were optimized on a regular basis by eliminating low performing placements and audiences, optimizing bids at device level and excluding low converting locations.

We achieved fantastic results for our client. Every time leads was increased and approx. 4.5K leads per month. Our client is very happy and fully satisfied with our work. We saw an incredible increase in leads, month-on-month. The CPL was well maintained and there were no complaints on the quality of leads either

• 40%reduced cost per conversion
• 826% traffic increase
• 118% increase in customer inquiries