A bank SEM case study by In Marketing We Trust
Increase enquiries with a lower budget than before
A few weeks after we started working with this client they decided to reduce the budget. However, the goal was to increase the number of enquiries.
This was quite challenging as increasing the number of enquiries at a lower budget required careful bid optimisation and close filtering of irrelevant traffic.
This could happen by ensuring that ads are shown only on very relevant keywords.
The industry is quite competitive and selecting the right keywords and bidding the right amount required close monitoring.
51.63% drop in impressions
but 96.72% increase in CTR.
4.85% drop in clicks
but a 14.21% increase in enquiries.
Avg. position reduced by 4.47%
but avg. CPC dropped by 22.08%.
Relevant traffic increased as the bounce rate dropped by 24.8%.
Pages/visit increased by 4.22% and avg. visit duration increased by 3.05%.
This was a great win getting 14% more enquiries at 25% less of the original cost. Hence reaching the client’s objectives.