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InMobi X Microsoft Advertising: Best Use of Search Retail Finalist

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Published Date 16.09.2022

In recent years, the world of retail has seen a monumental shift. Post-pandemic developments have turned this industry on its head. InMobi, along with our partner, Microsoft Advertising, have been able to do some stellar work for clients from the retail sector.

Along with Microsoft Advertising, we have enabled our clients to access and communicate with high-intent audiences through Microsoft’s rich network presence. Recently, our partnership extended across SEA and MEA after Microsoft Advertising’s India business saw a boost of 1.8X since 2019. In addition to India, InMobi will oversee enterprise and strategic sales, account management, marketing, finance, collection, and billing in 73 other countries throughout these regions.

We are thrilled that one of our success stories for the leading US gemstone brand Angara has been shortlisted at the US Search Awards 2022 in the ‘Best Use of Search – Retail / E-commerce (PPC)’ category. 

Angara spikes conversion rate by 37.4X with InMobi and Microsoft Advertising

One of the premier jewellery brands in the US, Angara intended to expand its reach to newer markets to strengthen its global footprint. Hence, the brand decided to leverage Microsoft Advertising to identify and drive conversions from high-intent audiences.

Microsoft Audience Network’s (MSAN) Dynamic Remarketing provided Angara with the agile scalability to engage these audiences effectively. MSAN’s deep understanding of customers and proprietary artificial intelligence (AI) helped Angara find an extensive array of audiences, such as ‘similar audiences’, ‘custom audiences’ and ‘in-market audiences’ who are more likely to purchase jewellery online. Delivering dynamic search ads to shift from a ‘product’ perspective to a more intuitive ‘audience’ perspective strengthened the campaign performance across markets.

By delivering the multimedia shopping ads right on top of the Search Engine Result Page (SERP), Angara could capture the users’ attention, and the compelling merchant promotions of the wide range of products facilitated higher engagement, ultimately driving quality conversions. With the combination of ad excellence, optimized audience targeting and automated bidding, Angara not only drove new user acquisition from the US market but also expanded to newer markets such as the UK. 

The automated bidding strategy on MSA ensured the spend optimization while location-based advertising targeted top audiences by a specific area, ensuring maximized reach and impact. As a result of the campaign, Angara saw a massive 45% increase in conversion rate YoY and the MSAN dynamic remarketing yielded a 12% incremental conversion rate.

Know more about the Angara success story here.

We are incredibly honoured to be shortlisted as a US Search Awards nominee. This recognition means the world to us and encourages us further to prioritise excellence in all our future endeavours. We thank everyone for their support and wish our co-nominees the heartiest congratulations.

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