Croma drives 90% more Online Sales at 68% higher efficiency than SSC through Performance Max

Challenge

Croma is one of the largest Indian retail chain of consumer electronics and durables in India with both online and offline presence.

AC & Refrigerator sales peak March onwards and they were looking to generate more revenue online & drive growth through non-Search channels while maintaining efficiency in 2022.

Approach

Croma Launched performance max campaigns for ACs and Refrigerators categories early in the month of February to ensure campaigns ramp up by March (before seasonality starts). Post seeing positive results from performance max, they paused SSC campaigns after a month of running these simultaneously.

Partnering with Merkle Sokrati: Sokrati team leveraged First Party audience signals like customer match & Maximise conversion value as per client goal & ensured creative coverage as per Google best practices to help the campaign ramp up faster during the peak period and drive desired results.

Testimonial

“Performance Max helped us unlock scale and efficiency for our most critical summer categories of AC & Refrigerators. We ensured implementation as per best in class standards, using first party audience signals, full creative excellence scores and automated bidding with Target RoAS. Performance Max has become a central part of our marketing efforts since then.”

Deeptiman Dasgupta

Performance Marketing Lead, Croma

“A well thought strategy maximizes Machine Learning yields! With Croma, Merkle Sokrati aimed at increasing sales before summer season's peak. We struck the perfect balance by Integrating First-Party audiences with performance max campaigns and revamped creatives, which helped us achieved 90% increment in product sales as compared to previous campaigns.”