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ClientEastman Power & Auto Ltd
SkillsPerformance Marketing
Websiteeaplworld.com

Project Description

A list of 180 countries was prepared, where the organization wishes to have its distributor sell its product.

Out of these countries, through primary and secondary research techniques, they have also identified the potential buyer’s number. All we need is to plant a communication strategy and advertisements for them.

They are looking forward to having leads (contact and other details) of the customer, whom they can directly get in touch with and try closing the dealership.

INITIAL PREPARATION:

  1. Products to be advertised per segregated country.
  2. Content to be placed prepared.
  3. The local language was prepared for the ad copy.
  4. Facebook, Google, and the YouTube platform were finalized.
  5. The ad account was prepared.
  6. Facebook Pages are being created country-wise, and content is being posted.
  7. A landing page for Google and YouTube was prepared.
  8. Budget and targeting were discussed and frozen.
  9. And the campaign was being initiated.

PERFORMANCE PHASE 1: - Low Performance

Challenges:

  1. Most of the campaigns were running slow.
  2. The cost per lead was coming out to be very high.
  3. The real target audience was missing. As most of them wish to be a distributor with no experience.

Solution:

  • For that campaign, which was running slow, we have put multiple ad sets into the ad. One ad with multiple creatives. It increased the engagement.
  • To optimize cost per lead, we try to play with the budget; by setting a daily budget, we were able to reduce the cost.
  • We tried multiple ad sets with different audiences. Each ad with a different audience; this way the ads started picking up pace.

PERFORMANCE PHASE 2: - Mid Performance

Challenges:

Some campaigns are performing with good leads; some are not giving leads.

  1. The engagement was very low.
  2. The organization requested more refined leads.

Solution:

  • Campaigns that were not giving leads were duplicated in both regional languages and English. It automatically increases the reach and performance.
  • Filters like niche pin code area, interests, and niche keywords were introduced to increase precise targeting, and it did increase performance.

PERFORMANCE PHASE 3: - High Performance

Challenges:

  1. Distributors seek support in selling in the local region.
  2. In some countries, the target audience was still not reachable.
  3. Still, many leads were not converting, and high Optimization was needed
  4. They need audiences based upon their past purchase behavior.

Solution:

  • To support distributors, we have introduced direct B2C ads in the local language, diverting traffic to them via WhatsApp and calls. A country like Nigeria was flooded with calls, and that region had maximum sales in one quarter.
  • Questionnaires were prepared along with ads so that only interested audiences would come. Although this reduced the number of leads. But it increased the interest rate, and the conversion margin was high.
  • Video Ads were introduced, emphasizing the product and this played a major role in most of the ads’ performance.
  • To get the audience based upon their past behavior, we have asked the organization to share the list of existing distributors globally. We put their data (age, interest, demographic, behavior, etc.) into the Facebook and Google platforms to generate a “Look A Like Campaign.” Here we have asked the platform to show ads to the audience matching their past audience. This was the most successful strategy, which has increased the ROI up to 400%.

Challenges and Best Solutions in any Performance Marketing

The most important step is to understand your target audience well. You must answer some questions?

  1. Who They Are?
  2. What did they do?
  3. Where do they spend time?
  4. What are their interests and hobbies?
  5. Technology is being used by them.
  6. How much is an aware customer about your product or brand?
  7. Proper age group, income, and demographics of the audience?

Only after answering this question could a real target audience be obtained.

The second is creativity and communication. As in our creatives, we intentionally used the color pattern reflecting their national color. This also helps us in gaining more eyes, Balls.

Finally, it is playing around three main verticals all the time to get the best performance:

  1. Ads Live Timings.
  2. Reducing or Increasing Age per Campaign, along with niche demographics
  3. Interests of the Audience