How Grab Leveraged Performance Marketing Automation to Improve Conversion Rates by 30%
Mar 22, 2021Sc Ng
Summary
This post introduces CARA, an in-house automation tool for managing Google Ads creatives. CARA automates the process of identifying and replacing low-performing creatives with new assets from a library. The tool is designed with principles of performance-driven automation, flexibility through standardized naming conventions, inclusivity for future service launches, and scalability by leveraging Google Ads and YouTube APIs and deploying on AWS serverless compute. An experimental launch showed significant improvements in clickthrough and conversion rates.
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