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Tata cliq achieves 27% uplift in organic visits and 30% uplift in brand consideration by using Full Funnel strategy powered by Google Marketing Platform solutions

Challenge

  • Improve Consideration resulting in new user acquisition growth via organic & direct visits
  • Measure and drive action via brand campaigns in terms of both website visits & transactions

Approach

  • Full funnel Audience Planning -
    • GMP targeting solutions helped create narrow audience segments in the upper funnel which can be moved to lower funnel in a shorter span of time, if reached out at a high frequency consistently.
    • Mid funnel audience defined basis frequency of exposure (using GMP Data Transfer Solution)
    • Lower funnel basis engagement with the ad/website/app (using Tracking Solution)
  • Full funnel Ad formats planning -
    • GMP allowed use of complete breadth of cross funnel formats like CPM mastheads, PG buys, Trueview, Outstream ads and display banner ads via the same platform
  • Full funnel measurement & optimization -
    • End to end consumer journey mapping : Ad Impression-View/Click-Visit(direct, organic & paid), Transaction
    • GMP solutions helped in corroborating whether planned frequency exposure is leading to desired action
    • DV360 media buy helped in reducing overlap across media platforms, thus driving media efficiency
    • Campaign Manager solution was used to calculate Assist Factory Currency(View through conversions ratio to Click through conversions). This helped in optimizing on audiences that helped in higher returns

Results

10%
Uplift in Brand Consideration
27%
Uplift in Organic Visits
X%
Improvement in Conversion Rate of the performance campaigns

Keys to success

Full funnel Audience Planning
Full funnel Ad formats planning
Full funnel measurement & optimizations

Discover how we did it. Contact us today.