Challenge: Acer’s e-store has been successful in delivering as much as 15% of its India sales turnover (in volume terms) within the short 2 years of its existence. However, Cost of Acquisition (CAC) has been a challenge. There was a need to halve the CAC to make the e-store profitable.
Solution: Our strategy was to leverage both organic and paid search for a mature brand like Acer. Our optimization strategy for Paid Ads across Pmax, and Search along with SEO working in tandem, tapped the potential for Maximum Volume with Minimum CAC.
Results: Our CAC (indexed at 100) in June 2024, has fallen by more than half (indexed at 39/ best-ever for Acer India) in August 2024. This has stabilized at 51 (indexed) in Nov 2024. We expect SEO + Performance Marketing to help deliver a CAC of 40 (indexed) in CY2025.