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MobiKwik is an e-wallet platform that offers services ranging from – mobile recharge, postpaid bill payment, online DTH recharge, life insurance, electricity, landline and gas, etc. MobiKwik pockets a range of reputed brands as their esteemed clients including – Café Coffee Day, Domino’s Pizza, Pizza Hut, TastyKhana, JustEat, PVR, eBay, Jabong, Snapdeal, ShopClues, etc.

The Goal

To increase user base on both web and app while maintaining the CAC.

The Approach

Keeping business objective of user expansion while maintaining CAC across channels, a multifaceted approach was used to drive website visits and app installs using Facebook and Google channels.

We used –

Contextual Ads – A highly granular campaign structure tightly themed around user persona, brand offers and Mobikwik products were launched. Usage of customer segmentation methods such as defining persona, specific route ads, Cross-product promotion on search and vernacular campaigns yielded desired results.

Google Ad Features – With the motive of enhancing customer experience and engagement, tools as Responsive Ads, Countdown Timer Ads, Deals of the day were used extensively followed by aggressive Remarketing lists for search ads. This resulted in increased conversions and lower Cost per Acquisition for Mobikwik.

Facebook User Personas – Using Sokrati’s Persona Tool, relevant audience segments were identified for different Mobikwik products on Facebook. Users were segmented on the basis of Interests, Demographics and Behaviours. These were then targeted with contextual ads leading to 23% improvement in CPT.

Keyword Optimizations – With the motive of minimizing CAC and boost revenue, optimisations were done focusing on best performing keyword themes. Keywords were ranked according to the final conversion value, transaction volume and low CAC’s. Differential bids were used for these keywords ensuring maximum returns on ad spends.

Dynamic Bidding – An in-depth performance analysis was carried out to identify the best performing days of the week and hour of day for each consumer segment. Sokrati Bid optimisers were used to allocate dynamic bids accordingly helping to minimise wasted spends across campaigns.