Google’s ‘Discovery Campaigns’ helped Intuit delivering 12% incremental Subscriptions and 70% incremental trials at 28% lower CPAs

Challenge

QuickBooks Intuit India wanted to garner cost-effective incremental subscriptions and trials and wanted to explore additional channels and untapped inventories alongside standard campaigns with the aim to deliver results at an optimum cost

Approach

Selection of Discovery Ads: 

They leveraged Google’s Discovery Campaigns Capabilities and served visually appealing creatives on exclusive Google inventories - Discover (Google feed), YouTube Home Feed and Gmail.

Audience targeting:

Audiences were chosen basis historical learnings to drive Signups, creating an additional touchpoint to drive conversions at an optimum cost

Initial Campaigns - In-market Audiences & Life Events: most relevant to the product

Scale-up - Basis campaign Learnings and expansion to more audience segments with remarketing buckets and Similar Audiences

This approach helped QuickBooks creating additional influence/ conversion points to drive sign-ups at an optimum cost.

“Discovery Campaigns have helped to deliver more trials & subscriptions at a very effective CPA. The results are phenomenal the adoption of Discovery Ads has rewarded and reinforced our belief in data-driven performance marketing.”

Aditi Puri

Country Manager

“Backed by our Audience Intent Modelling & People-Based Marketing strategies, we've been able to drive incremental volumes at low CPA for Intuit through Discovery ads. I'm proud to see this campaign being one of the industry firsts for successful deployment of Discovery ads.”