Client

ICICI Bank

Campaign

Lead Generation and Loan Disbursal.

Objective

To generate leads for ICICI Bank personal loans and help their call center agents convert those leads into sales.

Strategy

Communicate 2 built a campaign that was a long tail or long tails. Not only did we bid on keywords such as 'laptop', but also bid on keywords such as 'buy sony vaio tz.' Getting the lateral themes right was bang on target.

Details

Paid-search strategy in most of the emerging markets is quite different than most developed countries. In developed countries, one can close a transaction online however in emerging markets such as India even a loan transaction (in most cases) is closed through phone calls and sending feet on street for completing formalities and taking signatures of the person receiving the loan.

The other interesting challenge of running a search campaign in India is that a company get only 20% of the lead generation from direct keywords such as 'personal loans'. However, the same company will get 80% of leads from lateral themes such as 'buy laptop' or 'wedding venues Bombay.' All the ad copies were customized to the keywords, for example, if a person was searching for 'dell' we would offer a US $1,000 personal loan while if the search was for 'sony', we would offer a US $2,000 personal loan. Bear in mind, this campaign for personal loans rather than buying laptops. Even the landing pages were customized for any ad groups that generated more than 1,000 leads a month, not surprisingly, the laptop campaign did. Although Communicate 2 gets compensated on a CPL basis, the only way we can help our clients is by helping them get higher ROIs - these leads converting into loan disbursals.

This was done by training the call center agents to handle leads based on the keyword that generated the lead. For instance, if the lead was generated through a keyword 'quick loan,' the agent was trained to focus on speed of disbursal. Similarly, if the keyword was 'personal loan rates,' the agent was advised to focus on the competitive value of the offering.

Results

• Due to the long-tail stratergy, the client was able to get 500% more leads than earlier.
• As the ad copy was customized and the call center agents were handling calls based on keywords that generated the leads, the conversions ration increased by nearly 300%.

Client

Microsoft India

Objective

To drive traffic to in.msn.com from Indian users only to expand market share.

Strategy

The portal comprised of sections - Cricket and Sports, Entertainment, News, Lifestyle and so on. For search, we created campaigns focusing on each of the themes like Entertainment, Sports, News and so on to drive traffic through people looking for customized information so that no person is missed. Star Profiles, MSN hotmail and Live Cricket were some of our special campaigns. Each campaign was structured with around 100 tightly-themed ad groups to ensure in-depth coverage.

Details

Communicate 2 leveraged its Indian presence and talent pool so that campaigns could be run per queries that Indian users are most likely to search for and came out with ideas pertaining to Indian culture, films, actors and most of all cricket. For example, an ad group on the hotmail theme will have the ad copy featuring benefits of MSN Hotmail and the user was redirected to Hotmail registration page. Similarly, if an ad group was themed on Aishwarya Rai (leading Bollywood actor and celebrity), the ad copy spoke about news related to her, wallpapers and current Indian gossip around her and the user was taken to Aishwarya Rai's profile page.

Another top-performing campaign was 'Live Cricket'. This talked abouth the current cricket tournament and related news. Overall, all the ad groups with theme-based, well-customized ad copy took a user to the most relevant page on the portal. A special team also ran a 'Live Indian Budget' campaign on similar lines like cricket and users were taken to a page where live budget details were updated in real time. This was possible because the team was well-versed with Indian finance and political scenarios and used their talent in creating creative, result oriented campaigns.

Results

• 400% in increase in CTR (0.41% - 2.03%)
• Live Cricket campaign was a runaway success.
• Latest Indian-content-based campaigns enable increase in the CTR phenomenally.
• Established MSN India's brand association because of the close link with Indian culture, themes, and news.

The Client

Young Buzz India
YoungBuzz is India 's premier Career Counselling and Manpower development organization. The organization is aimed at revolutionizing the way Indians make their career decisions and help them grow professionally.

They provide students with information and knowledge about the choices before them, and assist them in making an informed decision. Also, they provide soft skill enhancement Services, like personality development workshops and finishing school, to help increase the all-round development of individuals.

The Challenge

The brand YoungBuzz was not known to many people in India . The challenge was to create awareness and get potential leads for the institute within a fixed budget.

Groundwork

The Target Audience was always kept in mind. They were researched and studied. The targeted student group was between the age of 15 to 22 and the targeted working professionals were between the 22 to 30 years of age.

Needlework

We concentrated on themes like Career Guidance, Personality Development and Public Speaking in order to capture aspiring youth.

Highlights

• YoungBuzz was one of the first few Career Counseling Agencies which tried PPC for Lead Generation.
• About 2 million searches were recorded, in just a fortnight.
• More than 5000 leads were captured in a fortnight.
• Theme specific Landing Pages and Ad copies were uploaded.

Quickstep Dance Company
In an endeavour aimed at the lives of dance enthusiasts, Quickstep Dance Company added Salsa to its list of courses. The Company has been in this business for a decade now. The other courses offered here are, Latin American Dance and Standard Ballroom Dance.

The founder Mr. Majumdar had a vision to put up an entertainment destination and not just another Dance School . He put his Heart Mind & Soul to make a place where people of diverse backgrounds come together to have a good time.

The Client

WNS- Leading BPO Services Company
WNS is a leading provider of offshore BPO services. They provide high-quality execution of client processes, monitor these processes against multiple performance metrics, and seek to improve them on an ongoing basis. They serve several industries, including Travel, Banking, Financial services, Insurance, Manufacturing, Retail, Logistics, Utilities and Professional services.

The Link- Communicate 2

Communicate 2 is India 's leading Search Engine Marketing Company.

The Plot

In today's fast & demanding life, people have a very hectic schedule; around 60 odd working hours/week. It leaves them exhausted by the weekend.

In the times when people are motivated to relax and get rejuvenated, Salsa & Latin Dancing hit the city. In such case, what else could have been better than to dance in your partner's arm, on the weekends and relax?

Opportunity

We noticed a gap for people who were searching for Salsa classes online. As there were no advertisers for the same, we took up the challenge & ran an online PPC Campaign for Quick Step.

Constraints

Mr. Majumdar did not have a full fledged team in place. We stepped in again and offered follow ups for every potential lead (Back End). It helped the team at Quickstep to concentrate on teaching the art of Salsa.

Eureka !

Three months post Campaign going live; our team came across a customer who was working for WNS -a leading BPO in Mumbai. The interested customer revealed that there were many others at his work place, who were interested in the Dance but failed to register due to lack of time.

End Result

After round of talks between the HR of WNS and Mr. Majumdar-

Mr. Majumdar agreed to teach Salsa to the employees of WNS at their workplace, once a week.

Also, WNS employees got a corporate discount on salsa classes & learnt salsa at their convenience.

Highlights

• Quickstep used PPC, a platform on the internet and acquired interested customers.
• About 2 million searches for Salsa classes were recorded when the campaign was live.
• About 800 enquiries & 75 leads were generated/ month.
• Client received End to End Solutions.
• Geo Targeted campaigns were designed for Maharsatra
• City specific Ad copies were uploaded for Mumbai.