Best Use of Search Finance & Banking - US Search Awards
JSC Federal Credit Union, now Wellby, undertook a rebranding initiative to embrace its expanding membership base beyond NASA employees and residents. To enhance brand visibility and boost auto loan leads, through their partnership with Forthea Wellby launched a rebranded auto refinancing PPC campaign, aiming to maintain a 27% conversion rate while generating over 175 additional conversions annually.
To surpass the target, our team implemented two PPC management strategies. Firstly, we found that using "car" keywords led to a higher average conversion rate of 36% compared to "auto" keywords, which achieved a 30% conversion rate. Secondly, we tested Smart Bidding, uncertain of its efficacy. Despite an increase in average cost-per-click by $1.24, Smart Bidding helped drive more conversions on top-performing keywords, contributing to the campaign's overall success.