Social Beat awards

Social Beat wins for Mobile Innovation at Google Premier Partner Awards

  • Divya Premkumar
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  • 7 December , 2018
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    • 3 min read

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.


Vikas Chawla selected in LinkedIn’s Content 50

  • Nandita Raman
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  • 27 August , 2018
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    • 2 min read

Getting recognition and accolades always brings along a warm feeling of privilege and gratitude. We are proud to announce that our co-founder, Vikas Chawla, has been listed as one of the top leaders in content marketing in Linkedin’s Content 50. LinkedIn is the world’s largest network of professionals so being hand-picked as one of the top 50 content marketers in this platform is sure a feather in our cap.

Content 50 is powered by Paul Writer – a marketing advisory firm that connects businesses around the globe. Through Content 50, LinkedIn recognises marketers in India who lead a team of digital wizards and create online strategies to enhance the journey of their customers. Each candidate is assessed on a wide range of parameters such as creativity, execution, targeting, innovation, effectiveness and accolades.

At Social Beat, we offer a 360-degree digital marketing approach to our clients. From social media marketing and web development to SEO and content marketing, we leave no stone unturned in making sure your brand stands out in the digital hemisphere. With upcoming digital trends like the growth of regional content online and lightning fast AMP-implemented pages, we helped our clients leverage the power of vernacular content and produce 33% lower CPL with landing pages that load faster. Getting recognised as one of the achievers in LinkedIn’s Content 50 has contributed to the wind beneath our wings.

The striking personalities sitting on the esteemed jury chair include Ms Virginia Sharma – Director, Marketing Solutions, LinkedIn India – and Mr Ashish Bhasin – Chairman CEO, Dentsu Aegis Network South Asia.

Few of the other jury members are:

  • Neena Dasgupta – CEO and Director, ZIRCA Digital Solutions Pvt Ltd
  • KV Sridhar Aka Pops – Founder & Chief Creative Officer, Hyper Collective
  • Vibha Bajaj – Head & Vice President of Corporate Affairs and Communication, American Express
  • Anantha Singh Raghuvanshi – Executive director of Sales and Marketing, DLF Home Developers Ltd.
  • Manisha Lath Gupta – Chief Marketing and Digital Officer, Clix Capital
  • Sanjay Mehta – Joint CEO, Mirum India
  • Pradeep Chopra – CEO, Digital Vidya

The list was unveiled at the Futurist Business Conclave 2018 held at The Leela Ambience, Gurgaon, on 24th of August, 2018. This was the 6th edition of the conclave that hosted panel discussions on the impact of AI on today’s digital front. The event also included a MasterClass that offered one-on-one discussions for invitees only.

Whether you are a real estate giant, a leading financial firm or an FMCG brand trying to grow your business by going digital, reach out to us at Social Beat and engage with India’s next billion Internet users.


Google awards Social Beat for Innovation in Digital Marketing

  • Vikas Chawla
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  • 17 August , 2017
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    • 1 min read

Since becoming a Google Premier Partner a year ago, we have constantly pushed the bar up to leverage Google AdWords and other advertising channels to deliver the best ROI. We are happy to announce that Social Beat has been awarded for Innovation in Display Advertising at the recently concluded Google Premier Partner awards in Mumbai. We were the only agency in India shortlisted for both Search Innovation & Display Innovation category.

The award is a testimony to the fabulous team at Social beat, which constantly pushes the bar to deliver results for clients. There are only 65 Google Premier Partners in India of which 13 were shortlisted for the awards and 5 won them.

Above is a picture  of Vikas Chawla collecting the award on behalf of the team, from Rajan Anand, Vice President, South East Asia and India of ‎Google India and below is a picture of the team that made it happen.

To learn about the innovation we do for our clients, please visit our blog showcasing the case studies.


Social Beat Now Part of the Facebook Agency Directory

  • Faizaan
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  • 10 August , 2017
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    • 1 min read

We are delighted to announce that Social Beat is now part of the Facebook Agency Directory. This is a recent initiative by Facebook to showcase the top digital marketing companies in each region of the world. This will allow FB to drive brands and advertisers towards certified Facebook marketing experts. 

 

Since its inception, Facebook has become central to all things social media and has also pioneered the move towards social media being used as a marketing tool for both small and large brands. Last year, Facebook India launched their SME India Council and Vikas Chawla is now a part of the Council which works closely with the platform to transform feedback from clients into working features and marketing products.

Do stay updated on Our Facebook Marketing Blog to see what’s the latest (as and when Facebook announces its new feature launches).

You may also find it interesting to read our Facebook Marketing Trends For 2017.


Social Beat Nominated for Search & Display Innovation 2017 by Google

  • Sundar Ramesh Kumar
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  • 24 July , 2017
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    • 6 min read

Since becoming a Google Premier Partner a year ago, we have constantly pushed the bar up to leverage Google AdWords and other advertising channels to deliver the best ROI. We are happy to announce that Social Beat is the only agency in India that is shortlisted for the Google Premier Partner awards for both Search Innovation & Display Innovation category. Below are two case studies showcasing some of the work we have done.

Success in Search Innovation for India’s leading self-publishing company

We work with Notionpress, India’s leading self-publishing company and our goal was to increase the number of leads by reaching out to potential and budding authors. The publishing space is an extremely competitive space, we used Google Search campaigns a key channel to achieve this goal. Right from creating a structured AdWords campaign to daily optimisation of the campaigns, we experimented with every feature that Google offers such as

RLSA & IF function

Understanding that the people who already know us and have interacted with us through the website have the highest potential to convert as a lead, we used the RSLA feature to do just that. This feature helped us target the website visitors to convert them into potential leads. This audience, however, was from different categories and their search queries were different and we couldn't show them the same ad.  The messaging needed to change and utilising the “IF Function”, we were able to dynamically change ad copies to RLSA audiences where we created a sense of urgency, which helped in increasing the conversion numbers.

Keywords of different match types to expand the audience

The self-publishing industry in India is not only a competitive one but also a fairly new industry. In order to understand the market and deliver the best results, we had to constantly think of something new and experiment with different strategies. As part of this strategy, we used keywords of different match types to engage with our target audiences to the maximum extent. This process gave us a broad list of keywords to target and understand what exactly people are searching for and gave us a 3X increase in lead flow.

Managing negative keywords

When we tried out keywords of different match types, not only did we identify many more keywords to target but also found certain irrelevant ones. These keywords were not ideal for our client so we constantly managed and added them to the negative keywords list so that it does not affect the quality of our leads. Over 6000 such words were identified and managed and this list continues to grow every day.

Use of dynamic keyword insertion to show relevant ads to the target audience

Targeting a wide variety of keywords from different categories meant that the ad copies cannot be constant. It needed change depending on what people are searching for. Using the dynamic keywords insertion, we were able to dynamically change the ad copies based on the search query and connect with our target audiences very well, thus contributing to increase in conversions.

Leveraging CPA bidding option

We explored the CPA bidding mode to optimise the bids automatically and moved most of the campaigns to this. We started focussing on other aspects such as changing the bids based on devices, hour, time and day of the week and so on.

Leveraging Dynamic Search Ads

We used Dynamic Search Ads, which is normally used for e-commerce business as DSA provides additional text on the headlines which is not possible through the expanded text ads. This unique method helped us expand our keyword base, thereby helping us get more conversions.

We also worked on creative writing and focused on engaging ad copies in increasing the number of leads.

Results

With the help of search campaigns, we were able to achieve a whopping 561% increase in the number of conversions, and 154% increase in CTR with optimal CPA. We also had a weekly check in with the client on the quality of leads. With this effort, we were able to reduce the % of qualified leads and improved the final conversion of leads to sales.

Success in Display Innovation for South India’s leading real estate company

Casa Grande, a leader in the real estate space in South India, came to us with the objective of driving sales to their properties through Google Display advertising. With the help of every functionality that Google offers, such as responsive ads, similar audiences and smart display ads, we were able to drastically increase the number of site visits and conversions for the brand.

Tapping vernacular content

In India, vernacular content via digital has been growing at a fast pace in India. Of the literate 74%, only 10% read English while the rest consume content in the vernacular medium. In fact, according to statistics, Hindi Internet users (at 201 million) are said to outnumber those accessing the web in English at 199 million by 2021. Keeping this in mind, we used vernacular language as part of our advertising strategy as well as a part of our overall digital media strategy. For a real estate company such as Casa Grande, the audience is spread across Tier I, II and III cities and are not just restricted to the metro cities. It is also true that some of the metro city audiences are more comfortable with the regional language.

Purchasing a property not only involves a lot of money but is also an emotional decision so it is highly essential to talk to them in a language they are comfortable in. We tried out display ads in Tamil, which not only helped us reach a varied set of target audience but also played a substantial role in generating high-quality leads.

Doubleclick Bid manager

When Google Adwords stopped language targeting in Tamil, we quickly turned to Doubleclick and got a license to use the platform. With the help of Doubleclick Bid Manager, we were able to explore placements outside of Hindi language, which helped us achieve great success for Casa Grande, whose target audience is predominantly non-Hindi speakers.

Smart Display Campaigns

In order to always keep a track of the latest trends in advertising, we contacted our Google support team to get us whitelisted and try out new features in the beta stage itself. Our client was delighted with the huge jump in ROI generated with a visible increase in conversions.

Similar Audiences

When the concept of similar audiences was introduced, we immediately tried it out for some of our clients and realised the huge potential it has. We’ve also executed new features such as similar audiences to generate sales and help our clients broaden their reach.

Common Strategies used for both Search & Display

Proprietary CRM for better attribution

Knowing the source of the leads generated from various platforms is highly essential. This helps us to identify which campaigns, placements, topics, and audiences are driving qualified leads in order to improve our quality and quantity of leads. Using this, we are able to understand which platform and source are working better, thereby knowing exactly where to put our money to achieve better results.

A/B Testing to understand consumer behaviour

 No advertising works well without knowing what the target audience exactly wants. Keeping this in mind, we constantly test and refine our landing pages in order to improve the % and quality of conversions that we get. We use Crazy Egg, Zarget and Optimizely for the same. From the designs to the call to action, our team proactively uses heat maps and test various permutations and combinations to understand the consumer better and give them exactly what they want. For example, we did this exercise for our Casa Grande and understood that most of the target audience is looking for floor plans and brochures when they click on the ad. So, the landing pages were optimised to give them just that. This increased our lead flow massively.

Competitor Tracking

The publishing industry being a highly competitive one with reputed and well-established players such as Amazon, we not only need to keep trying something new but also keep a track on the competitors. We use SEMRush and Ahrefs to explore the activities of our competitors to stay ahead of them in our campaigns. We also get new Campaign/Ad Group/Keyword ideas by analysing the competition.

Scripts and Third Party tool to automate smaller tasks

As a team, we are constantly on the lookout to do more in less time and deliver big for our clients. In order to automate the day to day tasks, we use scripts and third party tools, to expand and optimise the campaigns. This process saves us a lot of time and cuts down monitoring simple monotonous processes, which in turn helps us focus on other aspects of optimizing the ad campaigns. It also helps in keeping a close track of the Google Adwords Account Health Score to optimise the campaigns.

Effectively leveraging Google Analytics and Audience Insights

We use advanced audience insights to understand our customer and target them. It also helps us with creating smart remarketing lists and use it for RLSA to get better conversions and results out of our advertising efforts.

One of the key reasons that we were able to produce such results is due to our ROI driven focus. To ensure that we push our boundaries and achieve the set targets for our clients, our team relies heavily on knowledge sharing and staying up to date on the new trends. We look forward to continuing pushing boundaries for our clients.


Social Beat Bags Two Wins for ‘Best Social Media Brands’

  • Faizaan
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  • 28 April , 2017
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    • 3 min read

What do you get when you add a dollop of creativity, a layer of great marketing strategies and an immense helping of team effort? Two delicious awards from, Social Samosa, a portal, which is known for providing Big Data Analysis and social media insights across all industries.

We are proud to announce that we have won two ‘Best Social Media Brands’ awards for our Social Media Marketing efforts. We share the awards with our clients Murugappa Group (Gold Award under the B2B category) and Forum Vijaya Mall (Bronze Award under the Retail Category).

Murugappa Group, a leading conglomerate in the B2B segment, has not just focused on their products. They are always looking to connect with the target audience while also subtly hinting at the brand’s various services. One of the key reasons the brand won the award is the engaging and highly educative content that they have been posting.

Murugappa Group’s most popular social media campaigns include:

Saying It Simply

This interactive and informative campaign educated people about how various industries such as bicycles, tea and finance to name a few, grew and developed over time. People were asked to view videos on each industry and were later quizzed on what they had seen. The response was almost instantaneous, with over 4 lakhs views and 2,000 quiz interactions.

Thank You Farmers

Murugappa has been closely associated with agriculture for over 4 decades and to pay a fitting tribute to the farmers’ tireless efforts, the company released a video on YouTube with the message “Thank You Farmers”. The video is both touching and informative and received an overwhelming response of 3.2 lakh views (on FB & YouTube) and over 1 million impressions for the entire campaign.

The Forum Vijaya Mall is a product of the Prestige Group and one of the most celebrated malls in Chennai. The mall is buzzing with amusing activities and a host of popular local and international brand outlets. Most of the mall’s social media feed include updates on activities that are going to happen, live feeds on events and interactive posts.  Forum used some of the latest Facebook tools such as Live poll and 360 videos and images to create engaging content, relevant to its target audience.

Forum Vijaya Mall’s most popular social media campaigns include:

Facebook Live Poll for Palazzo Cinemas:

In order to promote Palazzo Cinemas, Forum Vijaya Mall came up with a live poll campaign where they asked people to vote on their favourite popcorn flavour offered at the theatre. The reaction was great with 963 unique views and 251 post engagements.

Event Promotion- Wadali Brothers performing in the mall:

Forum Vijaya Mall geared up for one of their biggest events in spectacular social media marketing fashion. Everything from pre-event engagement to blogs to live press and video coverage was done, resulting in big numbers of reaches, likes and shares.


WE MEAN GOOD BUSINESS