UrbanClap
Case Study
This is an overview of the work that Intellemo delivered for UrbanClap and the remarkable results that were achieved. Confidential Client data has been masked deliberately.
266%
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Higher CTR
(Click Through Rate)
110%
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Better CVR
(Conversion Rate)
70%
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More ROI
(Return on Investment)
266% Higher CTR
We increased the CTR of Search Ads by 266% while lowering the average position (mathematically increasing as represented in the graphs). It was highly challenging as normally CTR decreases when average position falls. This was done by using Single Keyword Ad Group (SKAG) structure with multiple relevant ad copies.
110% Better Conversion Rate
Despite the fall in average position, we could increase the conversion rates by 110%. This was done by relevant query targeting & automated bidding. Also, dynamic landing page creation by Urbanclap Tech. Team helped a lot.
70% Higher ROI
Within a few months, we could improve the account by drastically decreasing the cost and improving the conversion value. Many useful business decisions of UrbanClap team also helped to improve this. Overall, we could together achieve almost 70% jump in the ROI for the overall account including all Search campaigns of all business verticals.
The Challenge
- Urbanclap is a mobile marketplace for local services. It helps its customers hire trusted professionals for all their service needs. Hence, its business is a hyper local business and the management of it digital marketing campaigns is tedious.
- A lot of search queries are long tail search queries and play around local location criterion. We could see millions of search queries collected over a period of time on multiple cities and locations and dozens of categories/business verticals.
- It was like running a mini digital marketing agency within urbanclap itself due to varied nature of its businesses.
Process
- Strategic usage of algorithms for repetitive tasks where patterns can be built and implemented precisely.
- Using human creativity to understand consumer intention and psychology for engaging ad copies
- Building customised tools using AdWords Scripts with frugal front-end on Google sheets to minimise coding time.
Ad Copy Generator
Search Query Builder
Search Query builder helped to look at the search queries of the users for which are the ads were triggering from Broad Match or DSA. Then, based on the data they were qualified as ‘Good’ or ‘Bad’. Finally, the script adds ‘Good’ ones as Exact match and removes ‘Bad’ ones and puts as Negative. See Query Builder in action. It adds relevant ‘interior designer’ queries while negating irrelevant ‘interior design’ queries.
Automated Reports
Any performance improvements can be achieved only when the levers that drive that performance are measured accurately and regularly. So, reporting automation becomes really important. We track all the metrices of Google AdWords and Google Analytics through API on Google Sheets. Also, the data is sent every morning on email so that if anything goes wrong/right we are able to take a prompt action.
Final Word
- Overall, Urbanclap is like a dream account for any marketing company.
- It was a big learning experience and while we achieved whatever little bit for urbanclap, we gained tangible knowledge during the journey.
- The tools which we built for Urbanclap now power the core processes of Intellemo. These would certainly be useful for many other businesses in the future.
Abhiraj Bhal
Abhiraj, the Co-Founder of UrbanClap says that If you are a fast growing organisation that needs help with Online Marketing, then Intellemo will give you at least 10-20x return on any investment.
Varun Khaitan
Varun, the Co-Founder of UrbanClap says that if you are a young startup looking for predictable and high ROI growth, I would highly recommend working with Intellemo.
Manu Gupt
Manu, Vice-President of Growth Team at UrbanClap says that if you are a startup and want growth with an ROI and in a very agile way, he would strongly recommend Intellemo and it’s team to work with you.
Rahul Deorah
Rahul, Vice-President of the Marketing Team at UrbanClap says that the team at Intellemo did a fantastic job of understanding business issues and marrying them to goals and delivering targets that were given to them.