How GemPundit increased ROI by 14% with EasyInsights Conversion Adjustment Feature
GemPundit increased ROI by 14% and scaled up quality acquisitions by using EasyInsights Conversion Adjustment feature to upload Conversions Data to Google Ads, and allocate marketing spend strategically
14%
Increase in ROI
11%
Increase in Quality Leads
7%
Reduction in Cancellations
Technology Used
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Conversion adjustment in Google Ads
Meet the Brand
GemPundit is India's leading provider of loose gemstones, and colored gemstone jewelry online.They strive to provide a unique quality experience online that though exists in other shopping segments, is often found to be elusive in the gems and jewellery segment.
At gempundit.com, you will find a wide array of natural coloured gemstones - both precious stones and semi-precious stones. These are of the astrological gemstones, jewelry gemstones and exhibition grade gemstones variety and are astrologically and gemologically approved.
The Challenge
GemPundit takes payments in installments. If a user arrives via Google Ads campaign, then the first part of the payment done is captured by Google Ads. But as the lead is contacted, and progresses through the pipeline, the rest of the payment details are not visible to Google Ad campaigns. This means there is no visibility of Google Ads channel performance, which impacts marketing budget allocation.
The Solution
EasyInsights integrated seamlessly with Google Ads and CRM. It checked the Google Ad leads against the CRM, and added the payment details procured from the CRM to Google Ads. This created a complete picture, helping in the calculation of ROI generated by Google Ads campaigns, thus, better optimising GemPundit's search campaigns.
EasyInsights uploaded payment details procured from CRM to Google Ads to optimise its algorithm in real-time. By sending accurate signals, not only the campaign scale was enhanced but most importantly it lead to an influx of quality leads.
RTO and Cancellation Data was also added to Google Ads Panels to get the correct picture of orders placed and cancelled. This helped Gempundit's marketing team to understand which campaigns were bringing in customers that lead to cancellations.
They could now understand their audiences, and therefore optimise marketing spends accordingly
The Result
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11% Increase in Quality Leads
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14% Increase in ROI
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7% Reduction in Cancellations
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1
Gempundit successfully increased ROI by 14%
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2
There was an increase in the acquisition of quality leads, thanks to data activation by EasyInsights. With EasyInsights Conversion Adjustment Feature, RTO and Cancellation details were uploaded to Google Ads. Therefore, the ads were run by a more refined audience leading to increase in quality leads by 11%
