.webp)
🎯 Campaign Objectives
- Increase awareness and drive traffic to the Venwiz platform.
- Generate qualified leads (MQLs and SQLs) for Venwiz’s EPC, OEM, and Project Procurement solutions.
- Improve CTR (Click-Through Rate) and reduce CPL (Cost Per Lead) through targeted campaigns.
💰 Budget and Spend Overview (July–September 2024)
🧩 Segment Performance Breakdown
1. EPC (Engineering, Procurement, and Construction) Campaign
Objective: Target EPC companies looking for reliable vendors for large-scale projects.
Key Insights:
- The EPC campaign targeted industry-specific keywords and relevant creatives (e.g., "Save Time & Fastrack EPC Projects").
- The CTR was lower (0.86%) due to the specialized nature of the audience, but 7 leads and 2 MQLs were successfully generated.
- Best Performing Creative: The ad highlighted local and cost-effective vendors, driving better engagement.
2. OEM (Original Equipment Manufacturing) Campaign
Objective: Promote Venwiz as an end-to-end vendor discovery solution for OEMs.
Key Insights:
- The OEM India campaign showed strong engagement in terms of leads (11) and MQLs (3) despite the relatively low CTR.
- The OEM International campaign generated 10 leads, with the most engaging creative messaging about “skyrocketing costs in heavy fabrication projects”.
- The best-performing creative highlighted issues OEMs face with costs and demonstrated Venwiz's ability to provide cost-effective solutions.
3. Project Procurement Campaign
Objective: Promote Venwiz for Project Procurement, helping businesses source vendors for Pre-Engineered Buildings (PEB) and HVAC systems.
Key Insights:
- The Project Procurement campaign generated 8 leads with 2 MQLs, but the CTR remained low at 0.66%.
- Best-performing creative: Messaging around Pre-Engineered Buildings (PEB) and HVAC solutions resonated with the target audience, as it was specific and actionable.
4. Remarketing Campaign
Objective: Target previously engaged visitors to encourage them to convert into MQLs.
Key Insights:
- The Remarketing campaign had a higher CTR of 0.88%, but lead generation was modest.
- Best-performing creative: The ad highlighting cost savings for FMCG giants was a successful re-engagement strategy, though the low conversion to MQLs suggests room for further optimization.
5. Awareness Campaign
Objective: Increase brand awareness for Venwiz and drive traffic to the website.
Key Insights:
- The Awareness campaign significantly increased website visits, generating 2 leads.
- Impressions and clicks increased after going live on September 2nd, but the CTR was very low (0.29%) as it was more of an awareness campaign.
- Best-performing creative: It featured Venwiz’s vendor discovery solution, and its goal was more to increase brand recognition than to directly convert.
🧠 Performance Insights and Learnings
✅ What Worked
- OEM campaigns (India and International) showed the highest performance, generating a strong number of leads and MQLs.
- EPC and Project Procurement campaigns performed well with their targeted messaging, though their CTR could be improved with more engaging creatives.
- Remarketing campaigns were effective in re-engaging past visitors but need optimization to improve conversion.
❌ Areas for Improvement
- CTR improvement: Several campaigns, especially the Awareness campaign, had low CTR. Future campaigns should include more interactive creatives, like videos, and a clearer call-to-action to improve engagement.
- Awareness campaign focus: While brand awareness increased, the lead generation from this campaign was low. More focus should be put on balancing awareness and lead conversion strategies.
📌 Conclusion and Recommendations
Venwiz’s paid marketing campaigns in Q3 2024 effectively targeted key industry verticals, especially OEMs and EPC segments. While some campaigns showed strong lead generation, others such as Awareness and Remarketing can benefit from better targeting and more engaging creative strategies.
For Q4 and beyond, we recommend:
- Optimize creatives for higher engagement by integrating interactive visuals and clear CTAs.
- Focus on MQL conversion for remarketing and awareness campaigns by refining the offer and messaging.
Increase budget allocation towards high-performing campaigns, like the OEM and EPC, to maximize their potential.
