Increase in unassisted final transactions
Incremental Revenue
Improved ROI
Improved CTR
We laid out the plan to sequentially optimise each of the levers to capture generic search intent in the most effective way possible as below:
Coverage Expansion: After having added most of the generic kws that could be mustered we added them as broad match type to capture even deeper intent kws using ML and AI
Automation: All the campaigns for the experiment were using TCPA as the bidding strategy and leveraging the best of auto bidding to optimise the bids in real time
Bids to outcome: For the first time BAGIC used the deepest possible conversion action of final sale (unassisted via call centres) to help the machine learn the exact outcome to target
Audience layering: knowing that using broad match might expand the targeting and the campaign might spread itself too thin, we layered it with in market for travel audiences to fillter non intent queries.
By complementing deeper conversion targets and generic kws in broad match with the power of Google automation and audience layering, we were able to higher final sales which provided a better ROI along with cost savings on other overhead expenses.”
Bajaj Allianz General Insurance
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