Ola speeds to success with Google AdWords

Challenge

Industry reports indicate that India added approximately 270 million new smartphone users, by the end of 2014. Smartphone proliferation has led to an astonishing increase in mobile-based browsing – and, of course, mobile search.

In order to reach users and to acquire new users on the mobile, Ola reached out to Sokrati, a Google AdWords Premier SMB Partner in October 2014. The sole objective outlined was to increase the Ola app downloads on Android and iOS.

Approach

Google AdWords emerged as the most effective way to promote the mobile app to frequent travelers in the age bracket of 20 to 50 years and across locations. To best meet campaign objectives, a focus on ‘Mobile app installs’ campaigns within Google AdWords was prioritized for driving awareness for the mobile app. Further users were directed to the Google Play Store or Apple App Store. By leveraging Display Network, Search and YouTube networks to simultaneously promote the app, the impact was amplified.

“A mobile first strategy has therefore been the key to the exponential growth we have witnessed. A mobile app helps to reach our service at the precise time a user requires it. Google AdWords helped us to get our app in front of a large number of potential users, while at the same time reducing the cost per download. Merkle Sokrati’s guidance, detail-oriented approach, and technology-enabled capabilities, complemented by their speed in launching the campaigns, helped to provide Ola with improved mind share and an exponential increase in downloads.”

Sudarshan Gangrade

VP – Marketing, Ola

Results

10X

Growth in app downloads

30%

Reduction in mobile CPD

20K

Downloads per day

Keys to success

Over 300,000 keywords across all possible search variations were listed and deployed in a short period of time to reach out to high intent users.
To match the speed of its expansion, location specific targeting within AdWords helped Ola to scale up its awareness by focusing their advertising in the cities they were launching in.
Location and demographic targeting ensured that its ads were shown only to relevant and high intent users, which helped to achieve high campaign ROI and an optimal utilization of the marketing budget.