Redefining the search experience with Shopping Ads

Many entrepreneurs in India are unaware of a one-stop solution to manage their financial needs successfully. With the right tools, entrepreneurs and small and medium-sized enterprises can significantly boost their financial performance by accurately logging, transacting, managing, and maintaining financial records. While Vyapar provides users with a complete solution to meet their needs, the key challenge the brand faced was to increase awareness and capture the right audience for conversions. Vyapar leveraged Search as a mainstream strategy medium in their marketing mix to promote their brand and encourage businesses to adopt financial digitization.

The Microsoft Advertising platform unlocked new opportunities for the brand to reach exclusive, high-interest audiences to generate a higher lead score and, subsequently, deliver meaningful conversions. To reach out to these audiences and drive real impact, the Vyapar team, in consultation with InMobi, built a unique and innovative experience by combining Search and Shopping Ads activations. Traditionally, Shopping Ads have been a focus area primarily for the retail sector brands; however, Vyapar decided to leverage Shopping Ads in a distinct and non-traditional way.

Shopping Ads are designed specifically to enable brands to drive desired actions amongst customers by showcasing their products in a concise and effective manner. Brands can add impactful and relevant visuals of the product or service, along with additional information such as pricing and company name, to grab the viewer’s attention and develop a stronger purchase intent. Product Ads enable brands to highlight more than one product on the same search results page and appear along with the text and Multimedia Ads, thereby helping brands seize much more real estate on the search engine results page (SERP).

Combining these campaigns with Microsoft Advertising solutions, including Location Extensions, automated bidding strategy, Expanded Text Ads, Sitelink Extensions, Action Extensions and Remarketing, Vyapar was able to target and impact business owners and entrepreneurs who were looking to digitize their financial records.

As an outcome of the combined strategy adopted, Vyapar saw an astounding 140% increase in conversions and a massive 165% increase in lead acquisition through remarketing from Q2 to Q4, 2021. With rigorous ad optimizations done on the Microsoft Advertising platform, Vyapar witnessed a whopping 99% conversions exclusively driven from the search campaigns.