Transformative Growth in Mortgage & Credit Sector via Google Ads

case study 16

Client Overview:

The client is a prominent player in the mortgage and credit sector, sought to enhance their online presence and generate qualified leads through a targeted digital marketing strategy. Facing intense competition, they approached me in order to revamp their advertising approach and drive substantial results.

Client Objectives:

  1. Increase Leads: The primary goal was to significantly boost the number of leads generated through Google Ads.
  2. Cost Efficiency: Reduce the cost per acquisition (CPA) to ensure optimal resource utilization.

Challenges and Solutions:

The mortgage and credit sector is highly competitive, with numerous players vying for the attention of potential customers. Our challenge was to cut through the noise and create a campaign that not only attracted attention but also converted leads effectively.

Navigating the intricacies of implementing a robust Google Ads campaign in the mortgage and credit sector revealed a series of challenges. Creating a new Tag Manager presented a significant hurdle, requiring meticulous attention to seamlessly integrate tracking and analytics. Introducing a fresh conversion action in Google Ads demanded strategic planning for precise campaign measurement and optimization. The adoption of a new site URL structure added layers of complexity, demanding careful navigation to uphold SEO integrity and user experience.

Further intensifying the complexity, the integration of innovative lead form technology necessitated a seamless interface and intricate backend integration. In the competitive landscape, heightened rivalry led to a substantial 40% increase in CPCs. Despite these formidable obstacles, I skillfully steered through these challenges, implementing inventive solutions to not only ensure the success of the Google Ads campaigns but also deliver exceptional results for my client.

Strategy:

  1. Keyword Optimization: Conducted thorough keyword research to identify high-intent keywords relevant to mortgage and credit services.
  2. Ad Copy Enhancement: Crafted compelling and tailored ad copies to resonate with the target audience, highlighting unique selling propositions and key benefits.
  3. Landing Page Optimization: Ensured that the landing pages were optimized for conversions, providing a seamless user experience and encouraging lead submissions.

Implementation:

  1. Keyword-Centric Campaigns: Segmented campaigns based on specific keywords to align with user search intent.
  2. A/B Testing: Conducted rigorous A/B testing on ad copies, visuals, and landing pages to identify the most effective elements.
  3. Bid Strategy Refinement: Utilized smart bidding strategies to maximize conversions while minimizing costs.

Results:

  1. 3000% Increase in Leads: The implemented strategies resulted in an exceptional 3000% surge in leads generated through Google Ads. This remarkable growth showcased the campaign's effectiveness in capturing the attention of the target audience and driving them towards conversion.
  2. 74% Reduction in CPA: The optimization efforts led to a significant 74% decrease in the cost per acquisition. This reduction not only demonstrated cost-efficiency but also highlighted the success of the refined targeting and messaging.

Campaign Expansion to Diversify Reach:

In addition to the effective strategies employed in the Google Search network, I recognized the importance of diversifying the client's reach across multiple networks. I implemented a comprehensive multi-network approach, leveraging Google Display, Google Discovery, and YouTube to maximize exposure and engagement.

1. Google Search Network:

  • Keyword Targeting Excellence: Refined keyword targeting to ensure ads appeared prominently in search results when users actively sought mortgage and credit-related information.
  • Ad Extensions Implementation: Utilized various ad extensions, such as site link and callout extensions, to provide additional information and encourage click-throughs.

2. Google Display Network:

  • Visual Appeal: Created visually engaging display ads tailored to the target audience's preferences and demographics.
  • Contextual Targeting: Leveraged contextual targeting to place ads on websites related to finance, real estate, and personal finance, ensuring relevancy.

3. Google Discovery:

  • Engagement through Visual Storytelling: Designed visually compelling Discovery ads that told a story, captivating users as they browsed content on Google Discover.
  • Audience Targeting Precision: Utilized detailed audience targeting to reach users with specific interests related to mortgages, credit, and home ownership.

4. YouTube:

  • Video Content Strategy: Developed engaging video ads that communicated the client's unique value propositions and expertise in the mortgage and credit sector.
  • In-Stream and Discovery Ads: Deployed both in-stream and discovery ads to capture attention during video content consumption and search activities.

Results Across Networks:

  1. Google Search Network:
    • Substantial increase in clicks and impressions.
    • High click-through rates (CTRs) indicative of relevant ad placements.
  2. Google Display Network:
    • Expanded brand visibility through targeted placements.
    • Increased website visits driven by visually appealing display ads.
  3. Google Discovery:
    • Enhanced brand exposure on Google Discover feeds.
    • Increased user engagement through visually appealing and informative Discovery ads.
  4. YouTube:
    • High view rates and engagement on YouTube video ads.
    • Elevated brand awareness and consideration through strategic video content.

The synergy created by the network combination of Google Search Ads, Google Display Ads, Google Discovery Ads, and YouTube Ads enabled a cohesive and comprehensive brand experience for potential customers. Users encountered the client's brand at various touchpoints, reinforcing key messages and driving them towards conversion.

In summary

The success of this multi-network approach showcases the versatility of my strategic advertising methods. By harnessing the strengths of each network, I not only achieved outstanding results but also amplified the client's presence across the dominant search, display, discovery, and video platforms. This integrated strategy exemplifies my commitment to delivering holistic solutions that transcend individual networks, providing clients in the mortgage and credit sector with unparalleled paid advertising success.

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