www.growhub.ae

Grow Hub

Hatim Morbiwala and Murtaza Taskin’s mission is to help create Urban Growers. They founded growhub.ae which revolves around the UN Sustainable Development Goal SDG15 Life on Land. Their sole aim is to share the love of growing your own food via Education and Nurturing. With their extensive knowledge in Plant Care, Hydroponics, Indoor & Outdoor Farming, they are here to disrupt Urban Gardening on a whole new level.

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PPC Success Story

1. Objective

To drive conversion campaigns for ‘www.Growhub.ae’ on digital channels like Google, and Facebook, and increase brand conversions through a targeted and results-focused performance marketing strategy with the objective of increased ROAS.

2. Challenge

The market for indoor and outdoor plants online was highly competitive and saturated, and Growhub, a top provider of a variety of plants for various parts of the house, office, etc. was up against it. Despite providing the best products, they had trouble reaching their target demographic and turning website visits into conversions. To overcome these obstacles and accomplish their business objectives, they sought our performance marketing agency’s assistance.

3. Solution

Our team devised a comprehensive strategy for Growhu.ae to increase the conversion rate and ROAS.

The key elements of our approach included

1. Initial account analysis

Analysed the current ad accounts, keywords being used, ad structure analysis, best-performing campaigns & ad groups, product page analysis, negative keywords analysis, Quality score metrics, and other important metrics overlook

2. Determining clear Goals and Objectives

Growhub.ae had a clear Goal to generate the highest number of conversions making sure the Cost per Conversion was below the set standard and the ROAS every month was higher.

3. Defining Target Audience

Our team understood that Growhub.ae had a very high Brand recall in Dubai and Abu Dhabi.  Hence, we were able to define the right target audience with respect to demographics, location, age, gender, Interests, and behaviors. We also built a persona of the ideal Paid Customer the brand was looking for.

4. Competitor Analysis

Thoroughly analyzed the top 5 competitors to see how, where, and on what channels they are marketing. The top performing keywords of the competitors, the ad creatives, product pages being used by them for different categories, the creative strategy, and the funnel strategy that was being implemented. The competitors were also being monitored using certain tools to see the changes they were making to their advertisements.

5. Keyword Analysis

Thorough keyword research was performed: Brand, Location, Transactional, Informational, Investigational, and Aspirational. This was done to create the perfect ad structure to address the pain point of the ideal customer and target them with specific content.

6. Proposed Media Plan

Based on the above analysis, a media plan was presented as per the budget agreed by the client determining costs per essential metrics and goals specified by the client for individual ad platforms as per the timeline discussed.

7. Tracking Tag installation

Necessary Conversion tags and Event tags were implemented on Google Tag Manager for tracking and collecting the right data. This was essential to further optimize the campaigns and get the peak performance from them.

8. Creating effective Ad Copies

Based on the keywords selected there were separate Ad groups created. This was done to funnel the messaging according to the stage at which the ideal customer was. The copy for the ads was created to reflect the product/service reflecting the keyword to achieve the highest Quality score and to rank higher on the SERP for better impressions, clicks, and conversions.

9. Performance Measurement and Periodical Reporting

Weekly reports were provided to show the performance of the individual campaigns per ad platform, city, category, and product. Further steps for optimization were also discussed to maximize the performance of the campaigns. Quarterly reports were also sent to gauge the performance as per the Goals defined.

Results

1. Higher ROAS​

Growhub.ae had a ROAS of 9X in the first month of running the campaign with a 200% increase in Conversion rate

2. Lower Cost per Conversion

An increase in the Conversion rate helped decrease the Cost per Conversion.

3. Increased Average Cart Value

The team was able to increase the cart size by using CRO methods.

4. Increased Direct Traffic

The Performance marketing efforts not only yielded results through paid ads but also increased Conversions through Direct traffic to the website.

Conclusion

The Campaign performance has strengthened Growhub.ae with increased ROAS helping them increase their Ad budget and also focussing on getting new product categories.

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