Social Beat wins Mobile Innovation at Google Premier Partner Awards in India

Since becoming a Google Premier Partner, Social Beat has strived to push the boundaries in digital marketing to deliver the best ROI for our clients. We are happy to announce that after being nominated as a finalist for the Mobile and Display Innovation 2018 by Google, our consistent efforts have been rewarded! Social Beat has been selected as the winner of the Mobile Innovation Award at the Google Premier Partner Awards in Mumbai. This award is a testimony as to why brands need a digital-first marketing strategy.

This marks the second consecutive year we have been awarded by Google. In the 2017 edition, Social Beat won the Display Innovation Award for our groundbreaking work with Casagrand. Google only chooses five agencies for this award every year and we are honoured to be one of them.

About the client:

India Home Health Care (IHHC), a partner of BAYADA Home Health Care, is committed to providing high-quality care for the health and well-being of loved ones from the comfort of their home. Their team includes professionally-trained registered and associated nurses, medical doctors, medical care-takers, occupational therapists and attendants.

Objectives:

The objective for India Home Health Care was to boost their lead generation strategy to acquire better quality leads at the lowest price possible.

Challenges:

Some of the obstacles in our path to achieve this objective were:

• There were too many competitors in the market that were bidding for the same keywords.
• There was an increase in the average cost per click by 30% making it difficult for the company to engage with their audience and retain them
• There are many restrictions in the healthcare industry such as retargeting. This along with competitors made it hard to reach out to the audience about IHCC.

Our Solutions:

To overcome these challenges, we had to think out of the box. Some of the path-breaking techniques we implemented were:

• In order to achieve long-term goals, we came up with the strategy of launching AMP landing pages and increased conversions with the help of Google Optimise.
• Through the SEMRUSH tool, we researched paid keywords that competitors were using and their creatives. This information was used to start a competitor search campaign and bid higher on their keywords as well as increase location bids.
• We enabled RLSA with effective copies and bid higher for them to improve conversions.
• Through A/B testing of campaign and effective ad copies of AMP landing pages, conversion rates increased to 0.24% in a short period of time along with low cost per lead.
• Google Analytics is a very useful tool that helped us get useful advanced audience insights that were used for search and display campaigns.
• The move from Last-Click model to the Position Attribution Model allowed us to understand the process more effectively.

Results

These strategies helped us achieve unprecedented outcomes for our client, IHHC. Our conversion rate increased from 2.16% to 6.17% with a page load time of less than 3 seconds and a 33% decrease in the cost per lead. After the implementation of AMP, the quality score of the keywords increased to 8/10 and conversions increased by 20%. 90% of the campaign was moved to mobile and this resulted in 95% conversions and a 16% click-through rate. The change to the Position-Attribution model allowed us to better understand the consumer decision making process.

We are proud of the hard work and dedication of our Social Beat team that consistently exceeds client expectations to achieve the best results for them.

You can also read our blog to learn more about How AMP lowered CPL by 33% for IHHC.