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Google's Smart Display Campaign' helped ABSLI get 135% Incremental Qualified Leads

Challenge

They use Google Search as one of the primary channels for lead acquisition. Their goal was to get incremental cost effective qualified leads using other channels alongside Search.

Approach

  1. Advised by their agency Sokrati & Google, Aditya Birla leveraged Google’s advanced measurement solution called MEASUREMENT PROTOCOL using which their offline data (CRM validated high quality leads) was integrated with Adwords (using Google Analytics api), providing system learnings and signals around high intent audience base.
  2. This offline data was set as a conversion action in Adwords helping algorithms getting deeper and more granular understanding of how each online click drives offline actions.
  3. Finally, this was coupled with Smart Display Campaigns to automatically target mid to lower funnel audience on the Display Network and generate cost effective quality leads.

 

“As our Life Insurance business grows YoY, we’re looking at incremental avenues to drive scale. At first, we were apprehensive for growing Display in our performance channel mix, but the results are very encouraging. Merkle Sokrati helped us implement Google’s Measurement Protocol to enhance the display lead quality. In addition to observing improved contact-rates at optimized CPL, display is significantly contributing towards influencing growth via direct channels.”

Anshul Sehgal

Head of Marketing (Online Business), Aditya Birla Sunlife Insurance

 

“We linked CRM dispositions into identifying highly qualified audience that allowed us to target niche-in-market users. These optimizations were then funnelled to Smart Display campaigns allowing us to target prospects at different parts of the funnels. The results speak for themselves and a 135% incremental verified leads is an amazing feat.”

Anubhav Sonthalia

Chief Executive Officer

Results

135%

Incremental verified leads delivered by Measurement Protocol with SDC over existing performance display

78%

Lead quality rate achieved by Measurement Protocol which is highest amongst all performance channels

42%

Reduction in performance display CPA

17%

Conversion on search network were assisted by SDC

Discover how we did it. Contact us today.