Campanie
General Information:
Strategic approach:
| Strategic approach: |
CONTEXT Over the past few years, the financial services sector has encountered significant disruptions, primarily driven by technological advancements like digital payments and cloud-based applications, regulatory changes like online banking, and the emergence of competitive fintech startups. These developments have intensified the competition in the industry, with companies striving to gain a comprehensive understanding of and control over the entire customer experience. Moreover, the intensifying competition within the financial services industry extended its reach into the digital realm, particularly within PPC advertising. Budget allocations witnessed a significant upsurge, alongside a noteworthy YoY increase in CPC rates of almost 100% for finance vertical, according to available Google data. CHALLENGE & OBJECTIVE In an increasingly expensive and competitive market, where inducing impulsive decisions is unfeasible due to the rigorous purchase decision process, we tried to preserve a robust market position while ensuring minimal customer funnel interruptions. Our aim was to engage users consistently throughout their onboarding process, minimizing the likelihood of them veering off course during their decision-making journey. Our objective was to to increase the number of onboarding funnel starts by 10% vs 2022 and increase paid search leads by 20% YoY, consistent with an improved conversion for paid search, driven by more advanced media tactics. Within the banking sector, search plays a pivotal role in establishing initial brand awareness and facilitating informed purchase choices. Prolonged decision-making is often attributed to challenges in distinguishing between various banking products and the players offering them. As the active search phase extends due to intense market competition, the risk of missed conversion opportunities significantly increases. APPROACH Maintaining consistent user engagement throughout each step of the decision-making process traditionally involves capturing most of the initial demand through extensive keyword targeting within our search campaigns. Additionally, our robust remarketing strategy, spanning both Search and Performance Max, plays a pivotal role in re-engaging potential prospects who have demonstrated interest but have not yet completed their onboarding process. The central strategic thought behind this initiative was to use and target audiences consisting of individuals who reached specific steps of the onboarding process. The goal was to subsequently engage these users through more tailored messaging and creatives, progressively extending additional incentives and benefits as they advanced further down the conversion funnel. We made use of our internal tool, developed together with the Data Intelligence Team, Intent Radar, to adapt communication to fit emerging needs at every step of the path to purchase - from research-oriented keywords and product functionality to clear intent queries and personal experience with the brand. The tool is tracking Keyword Planner & Google Trends data on a complex portfolio of keywords, to monitor intent evolution towards category, brand, portfolio of products. After complex research of more than 1k seed keywords & topic clustering, an iterative algorithm seed keywords multiple times through Keyword Planner using Google Ads API, each step being enriched with all suggested expressions from the prior one, expanding monitored search terms to over 25.000, which provide a very relevant basis for intent monitoring within the finance category. After extraction, a proprietary Publicis Data Intelligence ML algorithm is used to classify the extracted expressions into relevant categories for a synthesis analysis. |
Execution:
| Images: | |
| Video Link: |
