At FindYogi, we have recently started experimenting with Display Ads. We are looking to optimize the targeting and placement before scaling the budget.
1. We are tracking our conversion on Adwords by integrating it with Analytics.
2. We have blocked the ads from showing on mobile device. But there is no way to block from Tablets.
3. While checking the Placements tab under Display Network there were some sites that resulted in higher cost per conversion. We either decreased the bid for them or in some cases blocked them. Some of these sites had very questionable placement of ads, with a high chance of accidental clicks.
4. There were a particular set of placements that had a Rs.0 Cost per conversion. It was Rs.0 not because the cost was Rs.0 but the conversion was NIL.The common thing about these placements was that all of these were Apps, mostly casual games. Again a case of accidental click but this time it was the whole app ecosystem and not particular sites.
How to block your Adwords ads from showing on mobile Apps
There is a lot of debate as to which of the following is the right way to block your ads from showing on Apps so we implement both.
1. Go To Campaign > Display Network > Placements Tab > Scroll Down
2. Under Campaign Placement Exclusions add the following domain - adsenseformobileapps.com
3. Under Site Category Options > Disbale - GMob mobile app non-interstitial
Our conversions are same with 20% less spend.
Shippr is an on-demand goods carrier marketplace. The service is targeting consumers who transact furniture/heavy appliances on classifieds site. The logistics part is a major friction in such cases.
There are 2 parts to this service, viz. the movement from point A to B through the vehicle and the loading/unloading of goods from the vehicle, which requires human labour. Ability to offer these 2 together is what plays to Shippr’s advantage.
Services like these enable and enhance the market for classifieds apps and sharing economy.
*Shippr is started by an ex-FindYogi team member.
SpringRole is referral based hiring tool. Companies post a job, you discover it and refer a friend, through a Linkedin message, who might be a good fit. If the candidate agrees to talk, you get paid a small referral fee.
In a world where attention in scarce, getting a friend’s mail for a job not only gets the attention but also endorses it. This model has been tried before in bits and pieces though the key to such incentive based programs is spam check and reputation control. SpringRole is addressing both this in priority through a strong data driven algo that works silently in the background.
The whole tool works on top of Linkedin and will hopefully integrate more platforms. Though the profile pages seem more usable here.
Trying something new is a risk. Now imagine being the first one to try it. Higher risk! This is a major friction for any startup to acquire early users.
Though looking at some examples in the recent past it seems the returns are higher in being first cusomter than what an avg. late adopter customer gets. The first customer always gets talked about.
1. Cafe Coffee Day was the first to reward 4Square mayors in India. This created some significant buzz.
2. Barista was the first coffee shop to list on Freecharge. For a long-long time it was the only other option to McDonald’s coupons, directly impacting their top-line.
3. GE is the first sponsor of Quartz India. They were mentioned beyond this blog post.
4. Freecharge just become the first customer for Haptik. The buzz is going to go beyond this tweet.
There’s more to it. You get mentioned everytime the startup is mentioned. Your logo is seen on their site for testimonial for a long-long time. You get lower pricing. You get more attention and support. Your brand is perceived as “innovative”.
So next time a startup pitches you, don’t ask “who are your customers?”, just to feel comfortable that you will have company if something goes wrong. Just be entrepreneurial and sign up with them.
Go try something early!
Wrong fitting is one of the major reasons for products being exchanged in fashion ecommerce. Also, a lot of consumers would shy away from shopping apparels online because they would not know the right size to pick, specially when Size Coding are not generally standard between brands.
Leading fashion stores Myntra and Jabong have added just one extra piece of information to help consumers decide better. They tell you the measurements of the model in the pic and the size that they are wearing. The information might look trivial but it solves a major pain.
The answer to some critical problems in the virtual world need not always be big data or computer vision products. Think simple.
…Facebook does not hide the characters in the second attempt.
Quora does not ask to confirm password when registering.
PayTM differentiated between sign in and sign up based on your number.
Quora shows your DP when you type your email during signup.
These simple things make life easier, yet these are not the norm on the web. In making the system secure for few vulnerable ones we destroy the experience for the regular audience. In India, the offline world is a good example of this – at Cinemas, Malls, Airport et. al., the frisking is too inconvenient. Designing to handle exceptions is good, don’t confuse it with designed for exceptions. Security is about preventing mishaps without creating inconvenience or fear.
BootStrapp, is an eCommerce store selling unboxed, refurbished and excess-stock products. GreenDust is another player in this market that is making a mark, albeit in the offline market.
1. The idea of selling such products through online medium sounds good since there is higher discoverability.
2. Though the fact that the products are no-longer standard, creates a need to physically verify the condition of the product.
3. Since this is a non-standard packaging, there is a need for higher trust with the seller. People are buying such products offline from stores they already know about. Does that suggest that leading ecommerce stores will have a better play here? Amazon allows used products to be listed through its marketplace model in US.
4. GreenDust may not be doing great online but it already has 140+ offline stores across 15+ states. Is a hybrid model good or only offline play for now?
5. GreenDust is a using a celebrity, Vinay Pathak, for endorsement. Again a move to build more trust.
Instamojo, a transaction platform for digital goods, has launched “Social Pay” – a payment system where the buyer does not pay through real money but instead helps spread the word about the product through channels like Twitter/ Facebook. This is the future of money that guru’s having been professing about*.
1. Authors and artists have already been giving free copies of their work to social influencers, albeit in an unorganised manner – this tool puts a system in place to help scale things. With more bells and whistles that differentiates between tweets to 200 followers vs. 200K followers – this becomes a marketing juggernaut.
2. When the content goes viral, so will the platform.
3. Getting people to come back on a product page after the purchase to talk about the experience is a tough nut but very helpful to build real testimonials. Scheduled social payment or reminder for post experience social payment could be a great add on.
4. When you have told your friends about a new book purchase – there’s a higher chance that you will actually read the book. Some form of bias sets in.
5. This is exactly how Candy Crush went viral – you either pay $1 for extra life or buzz your friends on Facebook.
*Read more about the Future Of Money at Gaurav Mishra‘s Blog.
Freecharge, a utility bill payments site that pioneered the concept of retail coupon distribution with mobile recharge payments, has entered into a series of deals with very well known brands like Pepsi, McDonald’s and TV show Dance India Dance. The deal encourages the audience to consume and engage with the brands for a reward of Rs.20 discount on their next payment at Freecharge.in.
From what it looks like the deal does not involve any cash exchange between the two parties, similar to the Android-KitKat branding. It’s a win-win for both the parties and the consumers. The most interesting part is that Freechage is getting good TV Air-Time at a per user acquisition cost through the ads that the brands are paying for. TV coverage have always been paid for by the seconds, though for this one the only cost of Rs.20 is borne when there is a converting user. All the branding comes for free. Deals like these are innovative for an otherwise repetitive world of business development.
The ecommerce industry in India is going all out over the Great Online Shopping Festival. Popularly known as GOSF, this is India’s answer to Cyber Monday. Organized by Google to promote Adwords relations and revenue, this was a 1 day thing last year but this time it’s happening for 3 days. Lots of discounts and deals being thrown around to lure first time online buyers. Some are doing good stuff, some only creating noise. Some are leading it and others don’t want to feel left out. Since it is coming from Google, there is a mass acceptance from large eCommerce companies as well – read this to know why. All in all a good thing for the industry. Atleast it shows that there is an industry that can get together for a common cause. Nasscom had tried this with their WondersOfWeb initiative but this never went beyond few tweets, the low number video views on that channel are a proof of that.
Since FindYogi is also connected to the eCommerce ecosystem and 70%+ of our current revenues come from eCommerce sites, people expected us to do something around the GOSF. Though, we have always stayed away from being called a “price comparison site” or “deal site” and want to make a positioning around “buying decision platform” concentrating on helping users “find great products” and not just bargains but I guess the industry will continue to give us tags that already exist, untill we are not big enough to matter. Even we are tempted to curate some best buy deals during the GOSF as this would certainly mean some contribution to revenue. Then there is a choice of whether we should continue building processes that are long term or give in to such events that are short term distractions. For now we have chosen to do what was already in the plan and have kind of ignored this Shopping Festival. May be in the long run we will need to participate in such industry events to find new users and stay relevant in the ecosystem. Though, we have taken this as a good excuse to test coupons integration on our price listing tab for products.
Meanwhile, if you are really looking for good GOSF deals, coupons and bargains, our friends at MySmartPrice are curating it well, go check out.