The company intro
Smart Rahal is a taxi service provider operating in Yemen from 2022. It offers various on-demand transportation options, including motorbikes, cars, and rickshaws. Since then, it has established itself as a go-to service for many Yemeni commuters.
Company’s strengths
Smart Rahal has experienced a sustainable growth trend, with a median month-on-month increase of 12% in orders over the past year. Due to their high-quality services, they show impressive results:
- Order acceptance: Around 90% of incoming orders are accepted by drivers and converted into completed trips.
- Speed: It takes just 15 seconds to accept an order and no more than 10 minutes for a driver to arrive.
- Service variety: They offer a range of services that cater to different customer needs, leading to high user retention.
As a result, Smart Rahal has built a loyal customer base with an average ride frequency of nearly four times per month, which is double the industry average.
Growth challenge
Despite the strong start, Smart Rahal's growth has been slow and largely organic, lacking regular marketing investments. To scale up efficiently and quickly, the company used paid customer acquisition.
Paid customer acquisition with Onde
Smart Rahal trusted Onde marketing experts with ad campaigns and focused the efforts of their own team on business operations instead.
Here’s what the Onde team did:
Google App campaign
For this campaign, we chose Google App campaigns, which use machine learning algorithms to display text and ads across various Google properties, such as:
- Google Search
- Google Play search results
- Related apps sections on Google Play
- Gmail
- YouTube
- Mobile websites
The Onde team made ad banners and texts highlighting key service advantages such as rapid order acceptance, short arrival times, and a variety of service options. The campaign's goal was to test the effectiveness of this ad channel for Smart Rahal’s business.
Results
New users
The ad campaign significantly increased the number of new users. During the campaign, the influx of new users was the highest in the past year. Paid ads attracted new users directly and boosted organic users, as app store algorithms favor apps with high download numbers.
Orders and customers
Before the campaign, Smart Rahal had a median monthly growth rate of 11% in orders. The ad campaign boosted this to a 25% growth rate.
Similarly, customer growth jumped from an 8% median month-on-month rate to 25%.
Marketing + perfect service = outstanding results
By combining effective digital marketing with exceptional service, Smart Rahal is well-positioned to scale up and achieve even greater success.
Note:Digital ads can significantly drive business growth, but continuous efforts are needed to convert new users into loyal customers. This involves:
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