Tata Sky uses ML Ready Account Structure for increased efficiency
Tata Sky is India's largest DTH services provider & has its footprints spread across 2 lakh towns with 18 million+ connections. It has continuously invested in providing best-of-class services & infrastructure for its customers. Digital is a key channel for acquiring & servicing customers and the Tata Sky team wanted to maximize efficiency while increasing scale leading into the Festive season.
●The account was structured to provide a very detailed view of performance across multiple dimensions which provided for greater control for optimization. Under Project Neev, we adopted the machine learning ready structure, with fewer campaigns based on the USPs and created new unique ads to corresponding ad groups.
●The new structure created by consolidating ~20 campaigns to a single campaign, created for Machine Learning was then put on Google Smart Bidding -TCPA
Lower Cost per Order
Higher contribution from non-brand search