Sprinklr witnessed a 16% increase in SAL via Paid Search within one quarter

Sprinklr is a leading cloud-based unified customer experience platform that helps enterprises to unify their research, social, marketing, and customer service on one platform. It helps companies identify and analyze the conversations that matter most on channels like social media, blogs, messaging, and review sites. Prominent brands like Microsoft, Cisco, and McDonald’s use Sprinklr to derive valuable insights from customer data.

Sprinklr approached TripleDart to partner and execute their paid search efforts on Google and Bing across different geographies including the US, EMEA, and APAC. The team also wanted to improve the quality of conversions by focusing heavily on conversion rate optimization (CRO).On achieving stellar results here, the TripleDart team is now working on the most crucial GA4migration for Sprinklr.

Problem

• Paid search efforts were not predictable as they relied on irregular bidding strategies, which resulted in inaccurate stats for RoAS.
• High volume of irrelevant search terms resulted in redundant traffic with less intent and zero conversions.
• Account hygiene took a significant hit due to aspects like keyword cannibalization, repetitive landing page copy, and elements.

Challenges

• Analyzing the in-house efforts to derive high-level learnings and creating an intel-based paid strategy that works for ICPs from multiple geographies was challenging.
• Performing competitor analysis for each campaign and strategy to distinguish Sprinklr from other market players was a high priority
• Collaborating with the Sprinklr team to am pup the entire brand in terms of copy, messaging, and landing pages involved consistent efforts from both the teams.

Strategy

The PPC team at TripleDart worked on major optimizations towards mitigating the above challenges. This included:

• Implementation of phrase + exact match strategy and cautious exclusion of exact keywords from phrase campaigns to avoid cannibalization.
• Performed daily optimization from negative keyword lists to eliminate irrelevant search terms
• Transitioned from irregular bidding to planned bidding strategy. A media plan was devised based on impressions: Maximum clicks > Maximum conversions > Target CPA
• Consistent hygiene check was performed to pause non-converting ads — keywords with 50+ clicks yet zero conversions were eliminated
• Landing page optimization performed by the TripleDart team improved the conversion rate by 2x
• Rebranding exercise performed by Sprinklr to highlight the copies from best performing ads contributed to 30% SALs generated

Periodical hygiene checks clubbed with a strong media plan for each month kept the TripleDart team on par with the results expected by Sprinklr.