Launched in August 2011, Yepme has quickly become one of India’s biggest online fashion brand selling apparel, shoes, watches and accessories. The same year, Yepme also began advertising with Google AdWords and continues to grow their business by providing relevant services to their fast growing online customers.
About Google AdWords
Google AdWords is a performance-based advertising program that enables businesses large and small to advertise on Google and its network of partner websites. Hundreds of thousands of businesses worldwide use AdWords for text, image and video ads priced on a cost-per-click (CPC) and cost- per-impression (CPM) basis. Built on an uction-based system, AdWords is a highly quantifiable and cost-effective way to reach potential customers
Reaching customers digitally
With a fan following of over 5 million on Facebook, Yepme.com has created benchmarks in the online fashion industry. Amongst fashion brands, Yepme has one of the highest social engagements on Facebook and has been ranked as one of the top 20 fashion brands in the world (As per Stylophane). The brand was awarded “Web-only Brand of the Year” in 2014 by eTailing India.
Actively communicating with customers on social media platforms and designing the page and post those are convenient yet attractive to customers. Also, with brand ambassadors like Farhan Akhtar, Esha Gupta. Shahrukh Khan, have greatly leveraged the organic traffic to their page.
5 millions LIKES on Facebook, makes it the most popular online Fashion brand. b) 1.17 million followers in the 1st year itself. c) Video posted on the FB page received more than 2 million views Mobile Marketing – From the beginning, the mobile market has been of particular interest to Yepme. “As mobile is the only device for many Indians entering the connected world, the importance of the platform will only increase.The ease of accessibility anytime, anyplace makes it the most reliable medium to reach our customers—and for them to reach us,” says Yepme Co-founder Sandeep Sharma. Clear and immediate improvements through mobile site optimization. In March 2014, with insights and inputs from Google, Yepme made a number of improvements to their mobile website’s search functionality, speed, checkout process and more. From the second half of 2013 to the first half of 2014, Yepme’s mobile traffic grew by 110 percent to reach 45 percent of their total traffic. During that time, their mobile transactions also increased by 162 percent to reach 42 percent of total transactions. Sharma continues, “Yepme’s mobile revenue has been growing steadily over the past two years, but we saw a notable boost in metrics after optimizing our mobile site usability.”
Mobile advertising further delivers results
Once their mobile site was optimized, Yepme began to focus on their mobile advertising efforts. To get started, Yepme ensured that all of their desktop keywords were also included in their mobile campaigns. They also used mobile bid adjustments to keep bids at their desktop levels, allowing them to be competitive in the mobile AdWords auction.
As part of their comprehensive mobile strategy, Yepme ran mobile search, display and sitelinks campaigns, and created mobile-specific ad creative and discounts. One of the newer ad formats they experimented with was YouTube Mobile Roadblock. YouTube Mobile Roadblock let advertisers buy all available ad impressions on m.youtube.com for an entire day. Ads appear on the mobile version of YouTube’s homepage, browse pages and search pages, giving advertisers a high level of visibility. In the first half of 2014, Yepme ran18 mobile roadblocks, which resulted in 18–20 million unique visitors to their mobile site.
Interestingly, 66% of Yepme followers access the Facebook page through their mobile phones. The popularity of the Facebook page has contributed to 30% of visitors to the Yepme website on an average per month. 60% of customers who come to Yepme from Facebook and transact, do it through mobile devices.
Mr. AvinashParhi, General Manager – Operations Excellenc’e, Yepme.com, added, “Yepme.com is looking for a flexible and efficient solution which can seamlessly integrate Hindi language to our existing mobile app in less time”. The company generates 30% of its revenue from mobile and delivers close to 500,000 units per month to its customers.
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