We Devised a Thorough Strategy to Generate Higher Revenue

• Location Strategy:
  Upon analysis of previous campaigns and brand queries across various cities/states in India, we realized that EM had a much higher brand presence in North and Central India, while South India was dominated by competitors like Vedantu and Byju’s. Hence, we focused our awareness campaigns on southern cities and our conversion campaigns on North and Central India.
• Communication Route:
  We developed our campaign communication strategy to address users’ pain points, focusing on real-time issues such as traveling to tuition, time management, lack of concentration, and the cost of tuition.
• Funnel-wise Campaign Segmentation:
  Segmenting the ad groups based on different propositions enabled us to identify what works best, leading to increased installs, sign-ups, and purchases through our campaigns.
• Inducing Change in User Psychology:
  We recommended increasing the introductory free wallet amount from 99 to 250 to encourage purchases of higher-value products. This approach, used by the EM growth team, has generated significant revenue. Additionally, we tested vernacular ads to achieve better results.