Best Use of Search Finance & Banking - US Search Awards
We developed a relaunch of Wellby's auto refinancing PPC campaign with loan promotion as its full focus. The goal of this relaunch was to build brand awareness for the brand refresh along with increasing leads for auto loans. We wanted to maintain the client's established conversion rate of 27% while generating an additional 175+ conversions year-over-year.
Our team developed two PPC management strategies that positioned us to exceed our goal of generating an additional 175 auto loan leads.
1) Our implementation of “car” keywords drove a much higher conversion rate than “auto” related keywords. The “car” keywords drove a 36% conversion rate on average, which was much higher than the “auto” related keywords, which saw a 30% conversion rate. This indicates that “car” keywords are more effective at driving conversions at a more efficient cost.
2) We tested Smart Bidding on this campaign, unsure if the algorithm would work in our favor. We felt that this in conjunction with our testing of the “car” keywords helped make an impact on the overall performance of the campaign. It did increase our average cost-per-click by $1.24 and helped to drive more conversions on top-performing keywords.