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Best B2C Digital Campaign: Increase in qualified leads % for Insurance Samadhan

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Marketing Objective | To attain maximum qualified leads at a controlled CPQ | Marketing Objective | To attain maximum qualified leads at a controlled CPQ | Marketing Objective | To attain maximum qualified leads at a controlled CPQ | Marketing Objective | To attain maximum qualified leads at a controlled CPQ

About the Client

Optimization

Balancing Volume and Quality of Leads

Lead Sources

Identifying High-Quality Lead Sources

Budget Allocation

Allocating budget & resources to campaigns without increasing CPQL

Our Approach

  1. a) Category Identification:
    - Determine optimal insurance category for targeting.
    - Assess potential for higher lead generation in one category.
    - Evaluate potential for higher conversion values despite lower search volume in another category.

    b) Personalized Ads & Decisionboard AI:
    - Tailored ads to match user search queries and keywords based on identified categories.
    - Increased clicks by improving Click-Through Rate (CTR).
    - Utilized Decisionboard marketing intelligence tool for data analysis (Integrated data sources: Ads platforms, Client’s CRM, GA4).

  1. a) Bullseye Targeting:
    - Age: Significant focus on the age group 25-45, comprising 60% of cases.
    - Income Level: Most registered cases are from the income group of 3LPA - 10LPA, accounting for 36% of the total share.
    - CRM Optimisation: Leveraged brand CRM data to optimize Google and Meta's ML algorithms for precise user targeting in campaigns.

    b) Identification of Audiences for Meta:
    - Leveraged lookalike audiences to maximize outreach to potential consumers.
    - Custom audiences that we executed:
    ● Quality Leads
    ● Final Cases - Lookalike and Value-Based Lookalike Audience Utilized.
    ● Engagers From Our Adverts.
    c) Decisionboard AI in Action:
    - Executed and optimized solutions in real-time using our proprietary tool
    - Utilized a marketing intelligence platform for real-time variance alerts, ensuring successful execution.

  1. a) Increase in ROI:
    - Achieved a 36% Reduction in Customer Acquisition Costs, Boosting Brand ROI
    b) Getting maximum volume at lower cost:
    - Budgets were dropped by 17%, Enhancing Cost Efficiency & Maximizing Results

Results

16%

Decrease in Ad Spends

36.8%

Decrease in Cost Per Quality Leads

88%

Increase in Quality Lead Percentage

5.8% to 11%

Increased Leads to Qualified Leads %

Brief about the problem statement

Scale Sunova’s D2C business while maintaining marketplace revenue shares.

Scale D2C sustainably by bolstering ROI

Marketing Objective | To attain maximum qualified leads at a controlled CPQ | Marketing Objective | To attain maximum qualified leads at a controlled CPQ | Marketing Objective | To attain maximum qualified leads at a controlled CPQ | Marketing Objective | To attain maximum qualified leads at a controlled CPQ
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