Ashwath Swaminathan

Creative Strategy | Ad Breakdowns

Curated breakdowns of iconic ad campaigns with insights, briefs, and creative strategies.

In a world where consumers are bombarded with hundreds of ads every day, making your campaign stand out is more critical than ever. Your goal isn’t just to create “good” campaigns — you want to create memorable, clutter-breaking strategies that resonate deeply with your audience and drive results.


That’s why we’ve curated 8 detailed breakdowns from some of the most iconic campaigns by industry leaders like CRED, Meesho, Swiggy, ACKO, Zomato, Lipton, MakeMyTrip, and Cricbuzz.


**Dive deep into:**
- The insight that drove the success of these campaigns.
- The structure behind their creative briefs. 
- The target audience, core value prop, and task map. 
-The creative idea driving their success. 


These breakdowns will give you the tools to shape your own campaigns with clarity, ensuring that each step from insight to execution is sharp, focused, and impactful.

Why did we curate these ad breakdowns?

Curious about what goes behind memorable & iconic ad campaigns? Well, it's a structured mix of art and science. We've curated 8 detailed breakdowns from campaigns by CRED, Meesho, Swiggy, ACKO, and others. They cover everything from the creative brief, the insight, creative idea, target audience, task map & more. 

Learn the art & science behind iconic brand campaigns. 

This resource will give you an insight into the science behind iconic ad campaigns, helping you dig deep into writing inspiring briefs and articulating the creative idea to deliver memorable campaigns. 

BRAND & GROWTH MARKETERS

From copywriters to designers, this resource will help you understand how brands craft iconic campaigns and how you can push the boundaries to think out of the box and creative impact. 

CREATIVE TEAMS

GrowthX

Brand Touchpoint Mapping

Template for mapping and improving every customer touchpoint with the brand.

Touchpoint Mapping Framework: Identify all the key touchpoints in your customer’s journey.Prioritization Criteria: Score touchpoints based on impact, frequency, cost, and differentiation.Action Plan Template: Organize tasks, timelines, and ownership for each priority touchpoint.Performance Tracking: Monitor and optimize touchpoints to ensure continuous improvement.

What’s Inside?

Comprehensive Mapping: Cover every stage of the customer journey, from awareness to advocacy.Strategic Prioritization: Focus your efforts on the touchpoints that have the biggest impact.Actionable Planning: Build an execution plan for your high-priority touchpoints.Better Alignment: Ensure each touchpoint reflects your brand’s identity and values.

Why Use This Worksheet?

Optimize Your Efforts: Don’t waste time on low-impact touchpoints—focus on what matters most.Enhance Customer Experience: Create consistent and impactful interactions at every stage.Align Teams: Provide clarity for marketing, design, and customer support teams.
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How This Worksheet Helps

Every interaction with your customer is an opportunity to showcase your brand and build trust. But with so many potential touchpoints—from social media ads to onboarding emails—it’s easy to lose track of where your brand needs to show up.

Map and Improve Every Customer Touchpoint

Responsible for the overall customer experience, needing to identify and optimize interactions across the entire customer journey.

CX Managers

Ensure brand consistency and impact at every touchpoint by mapping and prioritizing key customer interactions effectively.

Brand Managers

Use touchpoint mapping to align messaging and activities across channels, improving campaign effectiveness and customer engagement.

Marketing Teams

Go-to-market template

Go-to-market document template with sections for strategy and tactical planning.

This template is designed for product managers, marketers and teams who are looking to create a comprehensive and well-structured go-to-market plan. It contains all the necessary elements to ensure that your GTM strategy is well thought out and that all stakeholders are on the same page.
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A well-crafted GTM plan is crucial for the success of a product. It outlines the strategies and tactics for introducing a new product to the market, reaching customers and generating revenue. Our GTM template includes:
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1. A clear and concise GTM strategy
2. Detailed market and competitive analysis
3. Target customer personas and segments
4. Product positioning and messaging
5. Sales and distribution channels
6. Marketing campaigns and tactics
7. Metrics and goals for tracking progress and success
8. A section for budget and resource allocation
9. A content planner to manage all content across platforms at one place**‍**
With this template, you'll be able to organise your thoughts, effectively communicate your strategy and ensure that your team is aligned on the go-to-market plan. It's simple, easy to use, and customisable to fit your specific needs. 

Download it now and take the first step in creating a winning go-to-market strategy!

What is the Go to Market Template?

**Step 1: Start by filling out the context section.**
Define the background of your product launch and set the groundwork for your GTM strategy.
**Step 2: Identify your ICP.**
Use the provided table to outline the profiles of your ideal customers, considering factors like age, profession, goals, and decision-making criteria.
**Step 3: Craft your core value proposition.**
Summarise the key benefit of your product or service in one concise line.
**Step 4: Design your product manifesto.**
Draft a clear product manifesto that can guide all future content and messaging for the launch.
**Step 5: Prioritise channels for the launch.**
Select the marketing channels that your team excels in and that align with your ICP to maximise your impact.
**Step 6: Set your execution timeline.**
Mark key dates, launch goals, and success metrics. Define what constitutes a lead and monitor your KPIs accordingly.
**Step 7: Prepare for launch day.**
Use the pre-launch checklist to ensure all elements of your campaign are ready, and plan your team’s roles for a smooth launch day.
**Step 8: Track and adjust.**
Post-launch, continuously track your metrics to assess performance and refine your GTM strategy based on results.
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How to Use This Template in Your Workflow

**1. Contextualises Your Launch Strategy**
The template starts by helping you set the right context for your launch, guiding you through defining your target audience, their pain points, and their decision-making factors.
**2. Ideal Customer Profile (ICP) Definition**
By offering a customisable table to define up to three different ICPs, the template ensures that you’re targeting the right customers with your launch, which is critical for a successful GTM strategy.
**3. Clear Value Proposition for Targeted Messaging**
The template emphasises crafting a single, sharp value proposition, giving your team a clear direction on how to position the product and communicate its benefits to your ICP.
**4. Organised Product Manifesto for Consistency**
Creating a product manifesto allows your team to maintain consistent messaging across all content related to the launch, helping unify the positioning for external stakeholders.
**5. Prioritisation of Channels**
Rather than spreading efforts thin across all channels, the template helps you focus on mastering the channels where your team has the most expertise and where your ICP is most active.
**6. Data-Driven Execution**
With sections like "Do the MATH," the template guides you in quantifying your goals by tracking traffic, leads, and conversion rates, ensuring your GTM strategy is based on real metrics.

How Does the Go to Market Document by GrowthX Template Help?

Designed for product managers, marketers and teams looking to create a comprehensive go-to-market plan.

Our GTM document, created with top marketers for the best outcomes, will help you dominate the industry.

Seeking a structured GTM template to plan product launches, define ICPs, and align marketing efforts effectively.

Product Managers

Needing a comprehensive document to outline GTM strategy, prioritize channels, craft messaging, and track execution timelines.

Looking for a guide created by top marketers to develop a data-driven GTM plan for successful market entry.

Startup Founders

Go To Market Template

Let’s imagine you’re setting out to define the Ideal Customer Profile (ICP) for a quick commerce platform like Zepto. In a space where speed and convenience are essential, knowing exactly who your primary customers are and what they value most can make or break your strategy.

Zepto ICP Template

Zepto ICP template for defining and prioritizing ideal customer profiles for Zepto.

If Zepto has multiple ICPs, prioritize segments with the most growth potential. Here’s how:
Adoption Rate: 
Are they likely to use Zepto frequently? High adoption means they’re finding value in the service.
Willingness to Pay: 
Are they budget-conscious or convenience-driven? Tailor your pricing to each segment’s spending habits.
Frequency of Purchase: 
Focus on high-frequency segments that generate repeat orders.

Prioritizing Your ICP Segments

Knowing what frustrates your customers is gold because it allows you to position Zepto as the ultimate solution to those issues.
Availability:
Users may struggle to find specific items available 24/7. If stock-outs are a common pain point, consider highlighting Zepto’s real-time inventory updates or prioritizing essential items.
Speed and Reliability:
Some customers need immediate deliveries. If delays frustrate them, focusing on ensuring rapid and reliable service builds trust.
Product Range:
Users might want more than just groceries—think personal care, home essentials, and quick snack options. Addressing a wide range of needs positions Zepto as a one-stop solution.
Pro Tip: Gather feedback from reviews to identify recurring complaints. This helps you address gaps and improve customer experience.

3. What Are Their Pain Points?

Now that you have your ICP, let’s map their journey with Zepto. Understanding each stage helps you refine the experience at every touchpoint.
Discovery:
How do customers hear about Zepto? Whether it’s through social media ads, friend recommendations, or influencers, ensure your brand is visible on the right channels.
Exploration:
Once they know about you, they’ll want more information. Make sure product details, customer testimonials, and category browsing are easy and engaging.
Selection:
When they’re ready to buy, ensure a smooth checkout process with clear pricing, no hidden fees, and easy returns.
Purchase:
Make payment hassle-free with multiple options and a fast, secure checkout.
Post-Purchase:
Maintain engagement through thank-you messages, order tracking, and follow-ups that encourage repeat purchases.

Mapping the Customer Journey

To connect with your ICP, you need to meet them where they are. Think about the platforms they frequently use and trust.
Social Media:
Are they active on Instagram, Twitter, or LinkedIn? Social media is an effective channel for promoting quick commerce to different segments.
Shopping Channels:
Do they go directly to Zepto, or are they comparing other platforms like Swiggy Instamart or Amazon Fresh? Knowing this helps you allocate resources effectively across various channels.
Influencers and Communities:
Many users are influenced by digital communities and trusted voices. If your ICP values recommendations from influencers, collaborating with relevant personalities could boost credibility and reach.
Pro Tip: Use analytics to check where your referral traffic is coming from and consider influencer partnerships on those channels.

4. Where Do They Shop?

By defining your ICP, you can create strategies that resonate with each customer group’s unique needs. In quick commerce, understanding these details helps you deliver what customers value most, whether it’s speed, convenience, or reliable service. And remember, your ICP will evolve as customer needs shift, so revisit these insights often to keep your strategies fresh.
Ready to dive into the quick commerce market? Start with a strong ICP foundation, and you’ll be equipped to grow and adapt in this dynamic space!
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With a Refined ICP, You’re Ready to Connect with Your Ideal Customers

Understanding what your ICP genuinely wants helps you focus on solving their real problems. With Zepto, it’s not just about delivering groceries but delivering them quickly and reliably. Here’s how to break down their needs:
Convenience, Speed, or Cost?
Decide which value proposition appeals most to each group. For example, working parents might prioritize the convenience of home delivery, while younger users may look for affordable snack options.
Product Preferences:
Are they mainly ordering fresh groceries, snacks, or household essentials? Knowing this helps you prioritize your product range and cater to each segment’s primary needs.
Pro Tip: Look at high-demand categories in your order data to see what your customers prioritize, whether it’s breakfast essentials or late-night snacks.

2. What Are Their Primary Needs?

Let’s imagine you’re setting out to define the Ideal Customer Profile (ICP) for a quick commerce platform like Zepto. In a space where speed and convenience are essential, knowing exactly who your primary customers are and what they value most can make or break your strategy. Here’s a step-by-step approach to build an accurate, actionable ICP that guides your growth.

Defining Zepto’s Ideal Customer Profile (ICP)

To start, think about your customers in everyday terms. Are they busy professionals, parents with tight schedules, or young students looking for affordable options? Here’s a quick breakdown of how to identify "who" they are:
Age and Life Stage:
Are they young professionals, mid-career individuals, or students? For Zepto, users might range from Gen Z looking for snacks to mid-career parents needing a quick grocery top-up.
Income Level and Employment Status:
How much can they spend on essentials? For instance, a young professional likely has a budget for quick, convenient orders, whereas a college student may have less disposable income.
Tech Savviness:
Quick commerce relies on app use, so your ICP is likely familiar with tech. They may often shop online and expect a seamless, fast experience.
Pro Tip: Check app analytics to see who is frequently using your service and in what situations (emergency groceries, last-minute purchases, etc.).

1. Who Are They?

Loyalty is vital in quick commerce, where repeat purchases drive growth. Once you draw in customers, the goal is to keep them coming back.
Loyalty Programs and Discounts:
Many quick commerce customers appreciate perks. Offering exclusive discounts or loyalty benefits can make a difference.
Consistency and Reliability:
Customers who trust your quality, delivery speed, and customer service are more likely to return. Highlight these strengths to build dependability.
Brand Alignment:
If your audience values efficiency, make sure every interaction, from app use to delivery, reinforces this value.
Pro Tip: Analyze retention data to see what brings customers back. Use these insights to tailor loyalty programs and improve customer satisfaction.

5. What Keeps Them Coming Back?

Define, target, and engage Zepto’s ideal customers with precise, actionable insights.

Define customer segments for platforms like Zepto based on demographics, needs, pain points, and shopping habits. Tailor marketing strategies.

Quick Commerce Marketers

Identify high-potential customer segments for acquisition and retention. Prioritize ICPs based on adoption rate and purchase frequency.

Growth Managers (Q-commerce)

Understand product preferences and needs of different ICP segments. Optimize product range and inventory based on demand insights.

Category Managers (Q-commerce)

SEO might sound like one of those marketing buzzwords, but it’s far from it. When done right, SEO can make your site stand out, attract the right visitors, and drive real results. This workbook will take you from SEO newbie to confident optimizer...

Ultimate SEO Workbook

Workbook for planning, executing, and measuring SEO strategies and campaigns.

SEO might sound like one of those marketing buzzwords, but it’s far from it. When done right, SEO can make your site stand out, attract the right visitors, and drive real results. This workbook will take you from SEO newbie to confident optimizer, with each step designed to be actionable and surprisingly intuitive. Ready to roll? Here’s your guide to getting started!
**1. Know What SEO Really Is**
Forget the jargon. SEO is about helping search engines understand your website and deciding if it’s a great match for what people are searching. It’s like giving search engines a map to your best content. In simple terms: SEO is about connecting people with the answers you provide. This workbook will guide you in creating that “map.”
**2. Keywords Are Your Compass**
Keywords are the words and phrases people type into search engines. Think of them as the bridge between your content and what your audience wants. You’ll learn to research keywords using free tools (hello, Google Keyword Planner!) and spot which words your target audience is searching for. By the end, you’ll have a clear list of keywords to guide your content.
**3. Outline Your Website’s Structure**
Imagine your website as a book. Search engines need a table of contents to understand your “chapters” (pages) and “sections” (topics). You’ll learn how to organize pages so visitors—and search engines—can easily find what they need. This makes for a happy, easy-to-navigate site that ranks better.
**4. Content Is King—Write for Humans, Optimize for Search**
SEO loves high-quality content that answers people’s questions. In this workbook, you’ll outline your first blog post around one of your keywords, ensuring it’s engaging, helpful, and optimized. This step covers everything from headers and keywords to visuals and readability tips, making your content a pleasure to read.
**5. Make Your Site Mobile-Friendly**
Most visitors use their phones to browse, and search engines know this. Sites that work well on mobile rank better. We’ll guide you to check your site’s mobile compatibility and note down any tweaks you can make to improve it. Quick fixes, like resizing images or improving load times, make a big difference!
**6. Connect Your Pages with Links**
Links, both internal (within your site) and external (to other reputable sites), show search engines that your content is well-connected and credible. You’ll map out some link ideas in this workbook—whether linking to related content on your site or referencing useful external sources—to strengthen your SEO game.
**7. Meta Tags Are Your First Impression**
Your meta title and description are the preview text that shows up in search results. A good meta description entices clicks and includes your keyword. You’ll practice writing catchy, click-worthy meta tags in this workbook that will make people (and search engines) want to read more.
**8. Track, Measure, and Improve**
SEO isn’t a one-time thing; it’s about continuous improvement. By setting up simple tracking through Google Analytics, you’ll get insights into what’s working. This workbook will help you start logging key metrics, so you can see your progress and make data-backed tweaks over time.
**9. Rinse, Repeat, and See Compounding Results!**
SEO is like a muscle—the more you work it, the stronger it gets. Revisit keywords, update content, and keep experimenting. With every adjustment, you’re making your site a little easier to find and a lot more valuable to your audience. This workbook will make SEO feel like a fun, achievable process you’ll actually enjoy.
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The Ultimate Intro to SEO

Master SEO essentials and watch your website rise to the top.

New to SEO concepts. Need a step-by-step guide covering keyword research, on-page optimization, site structure, and basic tracking.

Beginner Marketers

Want to improve their website's visibility on search engines without hiring an expert. Need actionable, easy-to-understand SEO tasks.

Small Business Owners

Aim to optimize their content for search engines to attract more organic traffic. Benefit from guidance on keywords, meta tags, and linking.

Content Creators/Bloggers

Creating a pricing page that converts is both an art and a science. Understanding the psychology behind what drives people to buy—or hesitate—can make all the difference. This **Pricing Page Guide** is designed to help you harness the power of human behavior to optimize your pricing page, whether you’re in SaaS, e-commerce, fintech, retail, or another sector.

Ultimate Pricing Page Guide

Guide to building high-converting pricing pages for products and services.

This guide isn’t one-size-fits-all. Different industries can benefit from different combinations of tactics. Here’s a quick breakdown of how each sector can apply psychology to its pricing page:
SaaS: Use middle bias to encourage users to select the “most popular” plan, emphasize the ownership effect to highlight missed features, and add social proof from current clients.E-commerce: Strike-through pricing, social proof, and fast low-effort decision buttons are ideal for boosting impulse buys and establishing trust.Fintech: Decoy pricing and controlled conscious choices are essential for high-stakes decisions, while social proof (e.g., “trusted by thousands”) builds credibility.Retail: Strike-through pricing, ownership effect, and a simplified checkout process (fast, low-effort) are key for retail conversions.Healthcare: Ownership effect and controlled, conscious choices help users feel secure in their decision-making, while social proof (e.g., testimonials) adds credibility.Education: Middle bias and decoy pricing guide students toward higher-value courses, while social proof (e.g., student testimonials) encourages enrollment.Travel & Leisure: Social proof, strike-through pricing, and ownership effect (limited spots or time-limited deals) create urgency and reduce hesitation.

How to Use the Guide Across Industries

People don’t always make purely logical decisions when shopping. Factors like the placement of options, the appearance of discounts, and the influence of social proof all play a role in whether someone chooses to buy. Here are the seven psychology tactics covered in this guide:
Middle Bias: Positioning the “most popular” option in the middle can nudge customers to choose it, as many find the middle choice psychologically “safer.”Strike-Through Pricing: Showing a slashed original price signals a discount, making customers feel they’re getting a deal.Ownership Effect: Highlighting the benefits they’ll miss out on if they don’t buy (e.g., premium features or limited-time bonuses) can create a sense of loss aversion.Decoy Pricing: Adding a less appealing option to make the preferred option look like a better deal.Social Proof: Using customer testimonials, user numbers, or “as seen in” logos builds credibility and reduces hesitation.Fast, Low-Effort Decisions: Simplifying options and offering shortcuts (like “Buy Now” buttons) can make purchasing feel easy and immediate.Controlled, Conscious Choices: For higher-priced items or services, providing detailed comparisons allows customers to feel more confident and deliberate in their decision.

Why Psychology Matters in Pricing Pages

If you’re involved in designing a pricing page—whether you’re a product manager, designer, or marketer—this guide can help you leverage psychology to maximize conversions. With strategies tailored to different industries, you’ll find actionable insights to create a pricing page that speaks to your customers’ needs and motivations.

Who Should Use This Guide?

Understanding customer psychology is essential to optimizing your pricing page.Different industries benefit from different tactics—this guide helps you apply what works best for your sector.By using middle bias, strike-through pricing, social proof, and other tactics strategically, you can encourage more customers to choose the best option for them.
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Key Takeaways

Supercharge Your Pricing Page

Design pricing pages that convert by applying psychological tactics relevant to their industry (SaaS, e-commerce, etc.). Optimize plan presentation.

Leverage principles like middle bias, decoy pricing, and social proof in page layout and design to influence user choice effectively.

UX/UI Designers

Use psychological triggers like strike-through pricing and ownership effect in messaging to improve conversion rates on pricing pages.

Marketing Managers

Building a successful B2B strategy isn’t just about having a great product—it’s about reaching the right companies, with the right message, at the right time. That’s where defining your Ideal Customer Profile (ICP) comes in. 

Ultimate Guide to Finding the Right ICP for B2B

Comprehensive guide to identifying the right ICP for B2B businesses, with frameworks and examples.

Knowing your customer is where it all begins. We’ll walk you through the essential traits to focus on—like industry, growth stage, and specific needs—so you can zero in on the companies most likely to benefit from your product and become long-term partners.

A. Identify Core ICP Attributes

Each stage of your ICP’s journey with your brand is an opportunity to build trust and loyalty.
By optimising each touchpoint—from initial discovery to post-purchase support—the experience stays smooth, valuable, and satisfying, helping turn first-time customers into long-term loyal customers.

C. Map the Customer Journey from Start to Finish

Every company faces unique challenges, and understanding these allows you to position your product as the solution. Identifying what matters most to your ICP—whether it’s operational efficiency, cost control, or innovation—ensures your messaging speaks directly to their priorities.

B. Uncover Customer Needs and Pain Points

Your step-by-step guide to finding and focusing on the right B2B customers.

Define target company profiles to focus sales efforts. Identify key attributes, needs, and pain points for effective outreach.

B2B Sales Leaders

Develop messaging and campaigns tailored to ideal company segments. Understand the customer journey to optimize touchpoints effectively.

B2B Marketing Strategists

Identify the core market and ideal first customers. Align product development and go-to-market strategy with the ICP.

Business Founders (B2B)

Building a successful B2C business begins with understanding who your ideal customer is. 

The ICP Strategy & Application Workbook for B2C

Workbook for developing and applying ICP strategy in B2C contexts, including segmentation and targeting.

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👉🏻 A detailed ICP tailored to your business.
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👉🏻 Prioritised customer goals aligned with your product’s features.
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👉🏻 A clear understanding of how your product fits into your customer’s life.
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What you’ll achieve

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**Understand Your Customers:** Get a clear picture of their behavioral traits, psychographics, pain points, and goals.
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**Align Your Strategy:** Tailor your product features, messaging, and campaigns to meet your ICP’s needs.
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**Drive Results:** Focus your efforts on the customers who are most likely to buy, benefit, and stay loyal to your brand.
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Why use this workbook?

Perfect Your ICP for Better Results

Define target audience segments based on demographics, psychographics, and behaviors. Tailor campaigns and messaging for maximum resonance.

B2C Marketers

Understand user needs, pain points, and goals to guide product development. Align features with the ideal customer profile.

Product Managers (B2C)

Identify the core customer base for their product or service. Focus marketing and sales efforts effectively on high-potential users.

Startup Founders (B2C)

Navigating the complexities of B2B sales and marketing becomes simpler when you know exactly who to target. 

The ICP Strategy & Application Workbook for B2B

Workbook for developing and applying ICP strategy in B2B contexts, including segmentation and targeting.

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👉🏻 A complete ICP tailored to your B2B business.
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👉🏻 A mapped product-goal framework that ensures alignment with customer needs.
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👉🏻 Clarity on the key personas in the buying journey.
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What You’ll Achieve

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**Focus on the Right Companies:** Identify the firmographics, usage characteristics, and challenges of your ICP.
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**Streamline Your Strategy:** Understand the personas involved in the buying journey to better target decision-makers.
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**Drive Business Growth:** Align your product’s value proposition with your customers’ functional, financial, and personal goals.
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Why Use This Workbook?

Streamline Your B2B Targeting

Identify and focus outreach efforts on companies that fit the ideal customer profile. Understand decision-maker personas and their goals.

B2B Sales Teams

Develop targeted campaigns and messaging based on ICP firmographics and challenges. Align product value proposition with customer needs.

B2B Marketers

Define strategic partnerships and market segments by understanding the characteristics of ideal client companies and their buying journey.

Business Development Managers

The Substitute Pricing Framework is a strategic tool designed to help businesses understand the alternatives their customers might consider instead of their product. 

Substitute Pricing Template

Template for evaluating and comparing substitute pricing strategies for products or services.

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**A. Map out substitutes**: Use the framework to identify alternatives your users might choose. Think beyond direct competitors to include options outside your category.
**B. Evaluate substitutes**: Analyse each substitute based on factors like flexibility, effort, and cost to see where your product stands out.
**C. Position your product**: Based on your analysis, determine whether your product is best positioned as a premium, budget-friendly, or hybrid solution.
**D. Iterate and test**: Use your findings to run pricing experiments and refine your strategy over time.

How to use the substitute pricing framework

Understanding substitute pricing helps businesses:
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**1. Identify key value drivers**: Learn what aspects of your product—convenience, affordability, or unique features—customers value most.
**2. Spot opportunities for differentiation**: Determine where your product excels compared to substitutes and leverage that to refine your messaging or features.
**3. Position pricing strategically**: Use insights from substitutes to determine whether your product is premium, budget-friendly, or appeals to a mix of customers.
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By focusing on substitutes, this framework enables businesses to set prices that align with customer expectations while staying competitive in the market.

Why does it matter?

Identify substitutes to optimise pricing

Analyze market alternatives, including indirect substitutes, to inform pricing decisions. Identify product differentiation opportunities based on value drivers.

Pricing Strategists

Position the product effectively against substitutes. Use insights to refine messaging and highlight unique value propositions to target segments.

Product Marketers

Evaluate substitutes based on cost, effort, and flexibility. Provide data-driven recommendations for optimal pricing and positioning strategies.

Business Analysts

The Social Media Engagement Tracker Template is here to help you unlock the full potential of your online presence. 

This easy-to-use Google Sheets template allows you to dive into the data behind your posts, analyze what’s working, and make data-driven decisions to grow your brand. 

Whether you’re a social media manager, a content creator, or a business owner, this template will help you stay on top of your metrics without any complicated tools.

Social Media Post & Engagement Tracker

Tracker for managing, scheduling, and analyzing social media posts and engagement metrics.

Track your social media metrics easily.

Need to track post performance across platforms. Monitor engagement metrics like likes, shares, comments, and reach systematically.

Social Media Managers

Analyze which content resonates best with their audience. Use data to refine content strategy and improve engagement rates.

Content Creators

Measure the ROI of social media efforts. Track key metrics over time to report on campaign success and identify trends.

Digital Marketers

Imagine this: you own a small online store selling eco-friendly skincare products. You’ve got all-natural face creams, scrubs, and moisturizers, but you’re not sure how to get the word out to people looking for sustainable skincare options. That’s where keyword research and search volume comparison come into play.
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Search Volume Comparison Template

Template for comparing keyword search volumes to inform SEO and content strategy.

This guide is designed to be straightforward and actionable, making it easy for anyone to get started with keyword research and search volume analysis. 
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Here’s what’s inside:
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**1. Organise Your Keywords by Type**
Start by categorising your keywords. We guide you through grouping keywords based on intent, like those related to competitors, your brand, specific use cases, or your product. This helps you target your audience more precisely.
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**2. Compare Search Volumes**
Once you have a list, compare the average search volume for each keyword. A higher search volume means more people are looking for that term each month. Knowing this helps you focus on keywords that have the potential to drive more visitors to your site.
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**3. Evaluate Difficulty and Competition**
Check how hard it is to rank for each keyword. Some keywords may have high search volumes, but if they’re highly competitive, it might be challenging to rank for them—especially if you’re just starting out. We show you how to assess this easily.
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**4. Understand Cost per Click (CPC)**
If you’re planning to run ads, knowing the average cost per click helps you budget better. Higher CPC often means the keyword has high commercial intent, which can be a valuable insight if you’re targeting ready-to-buy customers.**‍**
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**5. Project Click-Through Rates and Conversions**
Not every keyword will have the same click-through rate or lead to a conversion. The guide helps you estimate these metrics to get a realistic view of which keywords are worth investing in.

How to Use This Guide

This guide is more than just a list of keywords—it’s a roadmap for bringing new customers to your business. You’ll gain insights into:
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**1. Keyword Prioritisation**: Focus on keywords that bring the right balance of search volume, difficulty, and cost-effectiveness.
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**2. SEO and Ad Planning**: With clear data on search volume and CPC, you can create SEO content or ads that are better targeted and more cost-effective.
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**3. Reaching Target Customers**: Understanding what your customers search for means you can connect with them more effectively, whether it’s through blog posts, product pages, or ads.
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How Does This Help You?

Data-driven keyword comparison made simple

Research and compare keyword potential based on search volume, difficulty, and CPC. Prioritize keywords for content and ad campaigns.

SEO Specialists

Identify relevant keywords with good search volume to inform content strategy. Create targeted content that attracts the right audience.

Content Marketers

Evaluate keyword cost-effectiveness for paid search campaigns. Use search volume and CPC data to optimize ad spend and targeting.