Google Ads vs Display Ads Using BPRISE’s Programmatic Platform

We worked with an ad agency to launch display ads for an airline brand using the BPRISE Manager Platform. Here’s what we observed after the campaign took off:

Ad Agency Is No Stranger To Multiple Campaign Strategies

It’s a given that when you farm for results on new soil, you must work a little harder and in this day and age, research a little extra. Such was the strategic thinking of the agency to help their client, an airline brand. The objective was to help the airline penetrate “new soil” aka the Indian market.

They opted for Google Ads as well as display ads using the BPRISE Manager Platform. The goal of this approach was simple enough, to test what works and at what price.

What’s In A Name?

Google Ads: The agency observed that the airline’s ads were served on some of the most frequently used gaming apps. Though, the click-through rate was impressive, the traffic quality to the landing page was admittedly questionable.

Display Ads through BPRISE’s platform: Maximum number of clicks on the airline’s ads were from visitors of premium news and business sites. Quality traffic is indicative of valuable potential for your clients.

Individual browsing news online

Ad Agency’s Conclusion

All strategies said and done, it finally boils down to the client’s satisfaction. And “quality results” usually means conversion/sales for your clients.

In this scenario, the performance of ads run via both platforms – BPRISE and Google – averages out and the only deciding factor of which platform outperformed the other falls on the quality of the targeted audience.

Since the agency ran ads on hand-picked, premium, high traffic websites through BPRISE, their client, the airline was advertised to quality leads. For more details about the platform, please write to us at [email protected]

New advertising tools will surface as technology progresses. Your ultimate goal must be to test the waters when it comes to results for your clients. Explore such tools just as you test multiple campaign strategies.

We understand that “results” for your clients will sometimes mean clicks on ads, increasing their web traffic or leads to websites. Hopefully this article given you an idea that newer marketing tools may work for you and more so for your clients.

Try the BPRISE Manager Platform which is completely free of cost. With no platform fees whatsoever, test the waters with us especially if your client’s goal is listed above.

With our platform demonstration you can learn how easy it is to make display campaigns work for your clients. We have observed that display ads work for businesses in the B2C space.

 

How BPRISE Helped A Mumbai-based Cafe Get Walk-ins During Slack Hours

Did you know that it is generally harder to sell to existing customers as opposed to new ones? You’ll probably agree if you’re a retailer. We’ll talk about how retailers can really win customers with digital advertising in our next articles. For now let’s take a walk-through of a successful brand awareness campaign that we carried out for a café during its open hours.

Who was the client?

Our client is a café based in Mumbai.

What was the problem?

The café witnessed a dry patch post lunch hours, every day.

How did we solve it?

Display Advertising using the BPRISE Manager Platform (DSP): Targeted display ads across a number of websites with the location set to Mumbai on the BPRISE Manager Platform, helped us introduce the café to a number of potential customers across 500+ websites.

We optimized display advertising by filtering out websites on the platform, that didn’t do well. It’s possible to adjust the websites where the ads will show on the BPRISE Manager Platform.

Sponsored Facebook ads using the BPRISE Manager Platform: Targeted ads on Facebook to reach people within a 3 KM radius around the café via the BPRISE Manager Platform.

Ad creatives by our partner agency Influestr announced the cafe’s discount.

What was the result?

The café got up to 5 walk-ins every day post lunch hours since the launch of the campaign. For the brand awareness campaign, the BPRISE Manager Platform captured a CTR of 0.4% initially. The average CTR of the campaign was approx. 0.2%.

The nature of the campaign is such that ad viewers would click on the ads (announcing discounts) initially and then choose to act on it i.e. drop in at the café.

What is the BPRISE Manager Platform?

The BPRISE Manager Platform helps brands and agencies launch display ads, social media ads, email and SMS campaigns and push notifications on mobile apps from a single dashboard.

Marketers that use DSPs, email and SMS vendors and more can now switch to just one platform that does it all – programmatic media buying, email and SMS marketing, launching push notifications on mobile apps and more.

The BPRISE Manager Platform is a marketing automation tool with the capabilities of a Demand Side Platform (DSP) that helps marketers (or platform users) to buy media programmatically.

The platform also assists marketers to launch ads on Facebook and Instagram. Marketers can use the platform to create brand awareness, reach masses and win leads.

How can BPRISE help your business?

Whether you’re a restaurant or a retail store, we can help you launch brand awareness campaigns. Got an exciting offer that you wanna share with people within a 5 KM radius of your outlet? We can help! Opening a brand new store? Wanna advertise to the local residents using display ads? Our platform can equip you with all that and more! Write to us with inquiries related to media buying, campaign optimization, SMS-email campaigns and any other query you may have in digital advertising!

THE CHIEF DIGITAL OFFICER (CDO) SUMMIT 2018 | LEARNING (PART 2)

We attended the CDO Summit 2018 recently and it spoke about the key digital, social and business challenges, practices, and innovations that are shaping India today. The summit was full of panel discussions with experts from banking, real estate and hospitality industries.

In our previous article we covered how banks are looking into “digital” to improve their customer engagement activities.

Our learning and observations that were real-estate specific include:

How useful are bots, really?

There’s no doubt that bots help gather information about website visitors, but can it really address visitor concerns? A study by PwC states that, although technology is changing customer experience, customers still want a human interaction. eMarketer also highlights how a study found that 80% of the respondents preferred humans for resolving problems, after making purchases.

Using Natural Language Processing (NLP) to understand colloquial languages help your chatbots better understand and address visitors’ queries. Investopedia defines NLP as a type of artificial intelligence that allows computers to break down and process human language. Similarly, real estate companies could invest in sentiment analysis that help in bettering the bot’s conversational skills.

BPRISE recommends studying the behaviour of your website visitors first with the help of web analytics to start with.

Understand what website visitors really want

For example your website lists properties available across the country and let’s say you have an upcoming exhibition in Mumbai. Wouldn’t it be interesting to fish out your website visitors who are from Mumbai and advertise exclusively to them?

Segmenting visitors based on what they read about and click on when they’re on your website is step 1 in gaining relevant consumer insights. American Marketing Association talks about out the types of keyword phrases that visitors use in search engines –

Understanding the intent comes with a close observation of your visitors activities on your website. If they’re looking up properties in Marine Drive Kochi, Kerala, good. They’re also filling up forms to help you contact them? Great! Now how about having your brand’s ads follow them everywhere they go online? BPRISE can help you have your ads placed at intelligent locations across the web.

Can “digital” make prospects see what existing customers see?

The answer is yes! All you need to do is analyze your customer data and take surveys of what your clients love about your brand and feed that intelligence into your marketing platform such as the BPRISE Manager Platform. While you’ll have to take care of the surveys yourself, we can help you gain customer intelligence with our analytics engine.

BPRISE’s analytics engine helps you gain the kind of solid customer insights you need to inform your marketing efforts. Once we analyze your offline and online customer data, we plug this wisdom into our marketing engine.

Stay tuned for the next post because we’re talking display advertising, email marketing and more to help you nurture and educate your best leads! BPRISE Manager Platform can help you place your ads in the best of websites in the country to start with!

If 60% of the population are going to find their next house online, wouldn’t you also want to be on the websites that your potential customers are frequently visiting?