Ola speeds to success with Google AdWords
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.
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.
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.