Lifecell

Client Overview:

Lifecell is a major player in the Ukrainian telecommunications market, offering reliable and affordable mobile services to millions of customers. The company's focus on innovation, social responsibility, and customer satisfaction makes it a strong competitor in the industry.

Lifecell is the third-largest mobile network operator in Ukraine, covering over 98% of the country's inhabited territory. It offers many prepaid and postpaid mobile plans catering to individual and business needs. 


Objective:

Increase the number of Prepaid SIM & eSIM Plans by 20% over the next quarter.

Strategy:

Segmentation:

Data from Google Analytics and the CRM system was used to segment the audience based on various factors such as age, location, interests, and purchasing behavior. This helped in creating personalized marketing campaigns.

Persona Development:

Detailed buyer personas were developed based on the segmentation. Each persona represented a specific segment of the target audience with unique characteristics, preferences, and needs.



Paid Campaigns:

Lifecell was focused on driving sales, that’s why we picked the campaigns that will be focused on the lower steps of the marketing funnel.

1. SEARCH CAMPAIGN

• Keyword Expansion:

We continuously identified new relevant keywords based on the search terms report and keyword research tools. This allowed us to expand the keyword list and capture a broader audience.

• Ad Copy Optimization:

Regularly, we tested and optimized ad copy to improve click-through rates (CTRs) and Quality Scores. We incorporated keywords into ad headlines and descriptions for relevancy.

• Ad Extensions:

We utilized ad extensions such as site links, callouts, and structured snippets to provide additional information and improve ad visibility.

• Negative Keywords:

We reviewed the search terms report to identify irrelevant, low-performing search queries and added them as negative keywords to prevent wasted ad spend.

• Bid Management:

We adjusted bids based on keyword performance, device, location, and time of day to maximize ROI and maintain a competitive position in search results.


2. STANDARD SHOPPING CAMPAIGN:


We ensured the product feed was up-to-date with accurate product information, pricing, and availability. We optimized product titles and descriptions with relevant keywords to improve visibility.


• Product Group Segmentation:

We grouped products into granular product groups based on attributes such as brand, category, and product type. This allowed for better control over bids and performance tracking.


• Bid Optimization:
We adjusted bids for individual product groups based on performance metrics such as conversion rate and return on ad spend (ROAS). We allocated more budget towards high-converting products.


• Promotions & Special Offers:
We utilized Merchant Promotions to highlight special offers, discounts, or promotions directly in the shopping ads. This helped increase click-through rates and conversions.

3. RLSA (Remarketing Lists for Search Ads):

We segmented remarketing audiences based on user behavior and engagement levels on the website. We created separate lists for cart abandoners, past purchasers, and high-value customers.


• Tailored Ad Messaging:

We customized ad copy for remarketing campaigns to address specific audience segments and their interests or needs. We highlighted special promotions or incentives to encourage repeat purchases.


• Bid Adjustment:

We applied bid adjustments for remarketing audiences based on their likelihood to convert. We increased bids for high-intent audiences and decreased bids for broader audiences to optimize spend.

• Cross-Selling and Up-Selling:
Together with our CRO team, we recommended our Lifecell to implement complementary products or upgrades to past purchasers based on their purchase history.

This encouraged repeat purchases and increased average order value through targeted messaging.

Results:

• Sales Growth:
Lifecell achieved a remarkable 26% increase in Prepaid SIM & eSIM plan sales over the quarter, surpassing the initial target of 20%. This represents a significant revenue boost and demonstrates the campaign's effectiveness in driving tangible results.

• Paid Campaign ROI:
Lifecell achieved a 15% increase in return on investment (ROI) from paid campaigns through continuous optimization and strategic bidding. This means that for every dollar spent on advertising, Lifecell generated 15% more revenue compared to the previous quarter.

• Remarketing Success:
Remarketing campaigns delivered a 35% increase in conversion rates among targeted segments, including cart abandoners and past purchasers. This indicates a higher effectiveness in re-engaging with potential customers and driving them towards a purchase.