Racold exceeds its ROI goals using sponsored ads

Racold, a part of the Ariston Thermo group, is one of India's most trusted water heater brands. The brand is synonymous with breakthrough innovation and is known for being customer-centric.

The objective

Racold had strong offline brand recognition, earned due to their longevity over generations. However, they had yet to achieve a strong online presence and were looking to find an effective solution.

The solution

India is home to 23 major languages and multiple dialects. English, more often than not, is not the primary language for most people. Racold discovered that a significant portion of their potential customers were misspelling the word 'Geyser' based on their pronunciation of it. Leveraging this insight, Racold created sponsored ads campaigns targeting various transliterations of the word 'Geyser', such as 'Gijar', 'Geezar', 'Geezara', and more. This enabled them to focus on a niche keyword volume that was not being targeted by its competitors. The misspelt keywords were also included as meta-tags in Racold’s product listings to ensure long term gains.

The result

In just one quarter, Racold targeted 3.5 million searches from a total of 526 misspelt keywords. The sponsored ads campaigns contributed 51% of sales and delivered 16X ROI over the previous quarter.

Highlights

With Amazon Advertising, Racold saw a surge in their sales:

  • 10 million ads viewed over the quarter
  • 51% of sales attributed to sponsored ads campaigns
  • 16X return on advertising spend in comparison to the previous quarter
What they said

"Racold is a brand synonymous with breakthrough innovation. We never stop listening to our customers. With sponsored ads, we were able to develop a deep understanding of consumer behavior. This insight has enabled the brand to reach new heights."

Prashant Dhar, VP Marketing, Ariston Thermo Pvt. Ltd.