Case study – International Campaigns
What happened after our Operations Head Pramod Srinivas helped Amazon reduce its Campaign Conversion Cost by 90%…..hear from the expert himself:
Thank you for reading my previous case study on how I helped Amazon reduce their Campaign Conversion cost from Rs.329/- to Rs.31/-while working as the Accounts Manager & Creative Strategist at Yahoo in their Editorial Sales team in 2012 – 2016. I hope you found it interesting and useful. In this case study, I am happy to share with you the after-effects of this reduction.
Helping Amazon in the USA
The Cost Per Acquisition of Amazon in Yahoo USA was $ 4 -5 whereas the CPA of Amazon in Yahoo India was Rs.31/-. Amazon was very happy with the Yahoo India Campaign so they requested me to replicate the Yahoo India Campaign in the USA and implement the same in the USA. Accordingly, I created a Lead Generation Campaign for Amazon in Yahoo USA and helped the Yahoo USA team optimize the same.
Helping Samsung in the USA
Seeing the success of the Amazon Campaign Samsung also asked me to create a branding campaign for S3. Accordingly, I created a Branding Campaign in India for the pre-release of S3 and a Branding campaign in the USA for the order booking.
For this Yahoo USA gave me a list of locations to be targeted. I did market research for the performing keywords and replicated the Campaign in the USA. I found similar keywords were performing in India and USA. Samsung then replicated the same campaign on Google by importing it to Google. The feature for the import campaigns from Yahoo/Bing is still available on Google.
Yahoo realized the potential of the Yahoo India team. To leverage this potential and make it available to Yahoo across the world Yahoo gave our team Migration training in Delhi in the year 2014.
Helping Nikon in Singapore
At this training, the Director of Yahoo, Singapore asked for help to create a campaign for Nikon 7000. On doing the market research I found that the performing keywords and bidding strategies were different compared to India. I created a campaign based on these inputs. The language setting was taken care of by Yahoo, Singapore.
Helping First Cry in Dubai
Subsequently, I migrated, First Cry Campaign to Yahoo Dubai for the Dubai Festival from Jan 15 – Feb 14, 2014.
My views on Digital Marketing in India Vs the USA
Digital marketing in India is not very different from digital marketing in the USA. The main area of difference is in understanding the bidding strategy and local nuances like using American English rather than UK English.
In fact, digital marketing is more effective in the USA as compared to India for the following reasons:
– USA accounts AdWords accuracy and targeting accuracy is high
– Location targeting is very easy
– Irrelevant traffic is very high in India (around 50-60%) whereas in the USA it is only about 25%.
– Due to this the conversion in the USA is higher.
My views on Digital Marketing in India vs Internationally:
Digital marketing practices have been standardized across the world with Google and Bing being the major service providers. As mentioned earlier the main areas of difference are understanding the bidding strategy and taking care of the local nuances like language.
Doing market research helps in understanding these differences and building an effective digital marketing strategy.