Google’s ‘Discovery Campaigns’ helped Intuit delivering 12% incremental Subscriptions and 70% incremental trials at 28% lower CPAs
QuickBooks Intuit India wanted to garner cost-effective incremental subscriptions and trials and wanted to explore additional channels and untapped inventories alongside standard campaigns with the aim to deliver results at an optimum cost
Selection of Discovery Ads:
They leveraged Google’s Discovery Campaigns Capabilities and served visually appealing creatives on exclusive Google inventories - Discover (Google feed), YouTube Home Feed and Gmail.
Audiences were chosen basis historical learnings to drive Signups, creating an additional touchpoint to drive conversions at an optimum cost
Initial Campaigns - In-market Audiences & Life Events: most relevant to the product
Scale-up - Basis campaign Learnings and expansion to more audience segments with remarketing buckets and Similar Audiences
This approach helped QuickBooks creating additional influence/ conversion points to drive sign-ups at an optimum cost.