From a Company to a Brand: Spinny | Brand Case Study

Spinny is an online marketplace for buying and selling used cars. Back in late 2015, struggling with the high per lead cost and disoriented performance of almost all the marketing channels, Spinny was clueless as to how to get more cheaper lead and market itself as the most reliable platform for buying and selling used cars. One of the most ubiquitous sources for online PPC lead generation ads are AdWords and Facebook. Spinny back then relied primarily on AdWords for its Paid Marketing campaigns. Paid Media Ad campaigns were running across Delhi NCR and Bangalore with the sole objective of getting leads.

While running, a PPC campaign the transition between the ad and the landing page makes a huge difference in the behaviour of the user who clicks on the ad. Since the advertisers are billed for every ad click in PPC ads, it is pertinent for every marketer to synthesise the macro view and then focus on AdWords Optimization for lead generation. In Spinny, the landing pages were not responsive for most screen sizes and, the ads and the landing pages were being developed with two completely different design approaches. This made the landing page, the ads and the rest of the website look inconsistent.

Standardising Brand style guide would solve it! To make every aspect of brand consistent, we settled on a colour palette for the brand and a detailed Frontify Guideline was designed for the designers to follow. Now the brand had colours, colours that it owned. The colour palette was followed every- where from the website to the landing pages to the ads. The design approach to be followed was laid down and dumping illustrations for realistic images was the way ahead. Eventually, this led to a reduction in the bounce rate by over 10% a matter of just 2 months.

spinny ad

But a brand is beyond its colours and yes now we had to fix the Brand Communication. This would mean, personifying Spinny and deciding what a brand like Spinny would say and what it won’t. After several perpetual iterations, we decided on brand taglines and snippets of brand communication for posters, pamphlets, ads, and website leading to an increase in the estimated brand recall uplift by over 2x.

 

Spinny is a portal which requires the synergistic efforts of both offline and online channels to drive sales. Since the test drive for cars are booked online and the final sales happen offline, we faced the challenge to decrease the consumer cycle online and not just provide leads but fuel the entire customer experience of booking a test drive online through Paid Media. So, we pivoted to a landing page which didn’t ask for phone numbers but s pecifications for the car required and took you to the relevant listing page where you could book the test drive for free. This would drastically reduce the sales team effort of working on raw leads to get test drives booked for cars and thus shortening the consumer’s buy cycle.

path length report spinny

The graph shows the Path-Length Report for Spinny from Nov2015 to Sep 2016 for the test drive booked from AdWords. This clearly shows that the test drive on Spinny was never booked while the customer interacted with the brand for the first time and thus the urge for a remarketing strategy was born.

Spinny was focusing on a C2C model, acting as an intermediary for a hassle-free car buying providing warranty, paperwork and certification for cars. Thus, Spinny faced a huge problem of having no control over its inventory. This made running dynamic product ads even more difficult as at times cars for which ads were running were already sold by the owners. For the remarketing ads, we focused on grouping cars by their segments. Thus, a user visiting a car on our portal and would be shown ads for that segment and not that car in particular. For the Search ads, RLSAs (Remarketing List for Search Ads) were deployed, thus increasing brand recall on the SERPs.

Running remarketing ads for a path length of more than 12+ interactions meant a high retargeting cost with almost no LCV (lifetime customer Value), till the next 5 years at least. To save on the remarketing cost we used qgraph’s website push notifications to act as a proxy for remarketing campaigns. Now, using trigger-based push notification we could remarket people who have opted in for push notifications on the basis of what pages they visited or what events they triggered. Now if you were visiting the product pages and showed the intent of booking the test drive but didn’t book any test drive, you could be retargeted through website push notifications to get you to the same product page. The CTR hovered around 8-10% with deliverability rates of about 60% and reduced the remarketing cost by over 25%. This also meant that people visiting our blogs and subscribing for push notifications were not only sent push notifications for our latest blogs but were also pitched for pre-owned cars.

The Screenshot below is the push notification received on not booking the test drive of the car but on showing intent of booking it. This is an example of a trigger based Push Website Notification.

push notification from spinny

One of the major challenges while running a PPC campaigns is to understand the buyer’s persona and in the case of Spinny there were 2 personas to deal with, the buyers and the sellers. After several online experiments, we settled on some of the major affinities to form the buyer’s and the seller’s personas. One such affinity was “people interested in Real Estate”. We found that people interested in Real Estate and Baby Products responded best to our Ads targeted towards Buyers. Since these were people in their thirties getting married and planning to settle, they were on a look out for buying a car and what better way of buying a car than a certified preowned car.

The Remarketing campaigns and retention strategies like the Website Push Notification increased the ROAD (Return On Audience Data) and ROAS (Return On Advertising Spend) by over 150% in just 8 months .

Targeting the right affinities didn’t just mean more focused marketing efforts for bringing leads but it also helped in increasing the lead quality. Soon the percentage of MQLs and SQLs in the total number of leads increased testifying the increased quality of leads.

Multichannel attribution modelling: We have fought valiant battles, paid expensive consultants, purchased a crazy amount of software, and achieved an implementation high that is quickly, followed by a ” gosh darn it where is my return on investment from all this?”. For a successful marketing campaign to do its magic, it requires the synergetic efforts of all the marketing channels. But this synergy creates the problems of attributing the benefit of leads to the complex interplay of different channels of marketing. To start with the multi-channel attribution model, the time decay model was the logical default choice. We built the model to include different test cases to predict the attribution in a more nuanced way. This increased the share of Paid Media Attribution in Leads by over 40% as most of the organic leads came from Brand related keywords and after interacting with the ads at-least once.

Structuring the paid media campaigns involves a lot of research for the right set of keywords, placements and affinities both for prospective buyers and sellers. The Branding campaigns on AdWords suffered from low conversion rates and were targetted to get cheap clicks. We used a myriad combination of budget and bidding tactics to get increased leads at the lowest prices possible. One such strategy is to use the campaign objective of maximising clicks along with Target CPA as the bidding strategy. This strategy made the ad network to deliver cheap clicks and at the same time get a cheaper conversion. This strategy was further followed in all branding campaigns for an increased performance.

conversion rates from campaigns

The Branding campaigns saw an increase in the Click to Conversion Rate after the Target CPA Bidding Strategy was Implemented along with the campaign objective of maximising clicks.

Other such AdWords strategies include identifying some of the major keywords for running ads on the search network and creating different adgroups for each of those keywords. In Spinny, we saw a CTR of ~23% and Conversion Rates of ~12% when this strategy was implemented.

Using Advance Web Analytics, combined with the power of session replays, heat maps and Goal Funnel, we focused on enhancing user experience on the website and improve the Website Conversion Rates. Utilising the power of GA and setting up custom dimensions we split data for the customers logged in and those who were logged out and realised that people who were logged in were more likely to shortlist and test drive cars on Spinny. Working in tandem with the UX Team, we identified the hotspots where the login pop up could be shown to encourage more people to log in on the website and which were to boost the conversion rate even further.

One thing Spinny taught me, in particular, is to “Go Data Informed and Not Data Driven”.