JSC Federal Credit Union is a regional financial institution serving NASA employees and residents. The credit union launched a rebrand to become known as Wellby to be more inclusive to its broader membership base that has grown over the past 20 years.
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.
267
more MQLs year-over-year
34 %
conversion rate
12 %
decrease in cost per conversion
Best Use of Search: E-Commerce PPC (Finalist 2022)
We also implemented a Smart Bidding strategy for Maximize Conversions to allow Google’s algorithm to make real-time bid adjustments, and we paid close attention to our Search Terms Report to add negative keywords. This would prevent the algorithm from optimizing searches that may drive conversions but may not be relevant, such as “auto refinance” before “repo.”
Our initial strategy was to pause keywords that were not efficient in early 2021, switch the efficient keywords to phrase match, and then identify holes in our keyword strategy to test growth. We discovered that we were only running keywords that focused on “auto” terms, but there was nothing focused on “cars.” We determined this after combing through the Search Terms Report and seeing many “car” related queries that were close match variants and drove conversions.
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