Driving paid marketing at Shuttl
Founded in 2015, Shuttl is India’s largest office commute service provider and one of the clients at my marketing agency, DigitalFry.
With a mission of solving the pain of commute, Shuttl offers a space-efficient, safe, and cost-effective solution for urban India. Shuttl’s marketing approach was mobile-centric. It wanted to reach the right people and had the following pain points:
- Scale mobile app installs
- Reduce cost per install
- Build brand awareness
- Drive more revenue from app users
We at DigitalFry split our digital efforts into 2 phases. The first phase focused on driving app installs. App engagement and Revenue realization was the priority in phase 2.
Ad Rotation to Combat Ad Fatigue
Facebook Ad Fatigue occurs when your ad’s target audience is shown your ad too many times and your Click-Through-Rate drops as your Frequency rate (how many times it’s seen) increases. Ideally, as soon as your ad starts losing efficacy it gets rotated out and replaced with a different version.
Using Custom Attribution models for budget allocation & Optimisation
Understanding the first click attribution is crucial when it comes to allocating the budget to various campaigns which are dedicated to new acquisition campaigns-bringing, new users. Some campaigns may generate traffic that converts months after engaging with your ad for the first time. This helped in budget shuffle ensuring maximum optimization of cost.
Custom Monitoring Framework
Ad wastage framework module on easyinsights.ai platform- This dashboard that comes with requisite visualizations and monitoring alerts system lets us make a custom ad wastage framework that enables us to determine the ad waste and early action items. This view also gives us a glimpse of the performance in all attribution models to make data-driven decisions.
Bulk Uploading Automation using Exhaustive Nomenclature
Firstly, our prime objective was to prevent the leakage of spends by processing, filtering, and classifying the keywords as per their scale and ROI using SQR of the past 3 years of search history. We used Google Adwords API and spreadsheet for Shuttl’s account- to automatically break down “search terms” into intent buckets.
Retargeting strategy using Deep linking
The prime focus of Shuttl was user retention. By incorporating the deep links into the personalized user retention ad strategy, we were able to attract the inactive customers back to the app and continue the transaction at the exact point they dropped off.
Cost per Quality install optimization
One of the significant concerns for Shuttl was the ways to optimize for quality leads. Facebook or GA gives you a vague picture where you only get to know the number of leads. With the help of our in-house tool, we were able to connect the data from the CRM panel and ads panels in real-time, which led to giving us a clear picture of the leads and their journeys broken down at the audience level. And hence, we were able to optimize on quality of installs.
Grid modeling around audience buckets and ad personalization
Grid modeling is an experimental model where you can ascertain which creatives are the best fit for which audience group. Through several experiments carried out by matching different creatives on different audience groups, we were able to find out our best grids that fit the Shuttl’s accounts in terms of ROAS at scale.