1. Background
Tolexo is a pioneer in B2B commerce. It has more than 1 million products available on its website and serves more than 2.5 lakh
businesses. Tolexo is attempting to make a huge shift in the purchase behavior of SMEs by using Google tools to acquire relevant
B2B customers with a strong business intent across geographies and categories to further the building of repeat purchases by re-
targeting. Tolexo’s relationship with Google started towards end of 2014. Given that this was a niche category with almost no
precedence, Google and Tolexo worked together to create a sustainable online acquisition strategy. This included sizing the online
B2B space for them and deciding on the categories to pursue on an ongoing basis.
Goal
Tolexo was in a bootstrapping mode with extreme focus on break even and end conversions. Their objective was to grow category
sales at efficient CPAs only in a niche and developing online category. With minimal pull for brand and awareness, performance
solution was a different challenge. Google suggested Tolexo to use a combination of PLA and RLSA, in conjunction with GA data
to evolve its category sales.
Our Approach
● Layered all PLA campaigns with RLSA to ensure efficiency comes with scale.
● Defined customer lists not only on the basis on stage of funnel but also on duration by leveraging GA data.
● Created a sequential bidding strategy based on list duration to assure optimal CPA, by bidding more on higher recency.
● Increased mobile bids in select campaigns, which resulted in 40% more conversions at 12% lesser CPA, this will help
Tolexo in unlocking the business opportunity on Mobile as their assets mature.
● Leveraged GA smartlist to drive sales.
Results
By implementing the PLA + RLSA solution, Tolexo saw a 3 times growth in their number of orders and a 15% lesser CPA over
the year. Google is at the center of online acquisition for the category. Shopping is not only helping drive orders but also helping
Tolexo test and incubate B2B categories for their business growth.
Making Online B2B perform with Tolexo
“Acquiring right customer at right cost was our Biggest Challenge. Intelligent use of Google's Performance Solution gave us that edge” - Prashant, SVP-Marketing
“B2B E-comm is new thing in India. Google's search solution has helped us tap real B2B customers & re-engage them to build loyalty towards our Brand Tolexo.” - Amol,
AVP-Digital Marketing