Unlock | Case Study
Success with Online Advertising
B2C – Leading Fintech Company.
F15 knew with the updates to the user funnel and new criteria of a qualified user, much of the previous data in the account was outdated and unusable. This generated the first priority: build out robust tracking system to track offline events. the client was also in need of an updated market data set with relevant demographics. The second priority became to use geo research to find value insights such as property values, demographic breakdowns, and economic indicators.
Additionally, F15 aimed to use the information collected from the earlier tracking and geo research phases to optimize ad investment by focusing on areas proven to be most effective.
Four15 took a cohesive 3- phase approach to accomplish the goals of tracking leads, researching market trends, and optimizing ad campaigns.
F15 was able to capitalize on the opportunity to enhance data systems to find target users. F15 was able to build out a robust tracking system via Google’s Offline Import feature.
F15, alongside the client’s marketing technology team were also able to identify key steps within their funnel and pass those events back to Google ads with the corresponding GCLID. This would allow Google to accurately track offline events and funnel stages back to the ad click! Negative conversion events like ‘unqualified’ were also sent to Google to help identify which search terms and ads were driving a high amount of poor quality leads.
F15 commenced geo research by sourcing comprehensive data from credible and reputable sources. This dataset encompassed information such as property values, demographic breakdowns, and economic indicators.
Leveraging the insights gained from the real estate data, F15 refined the DMA targeting strategy. F15 identified DMAs with favorable economic indicators and demographics that aligned with the client technologies’ offerings.
Conversely, F15 excluded certain DMAs that exhibited less favorable characteristics for our client’s objectives. This entailed considering metrics like lower income levels, lower home values, and several other factors.
Once ads were re-enabled, F15 was able to accurately measure leads all the way through the funnel and identify trends that drove qualified leads, as well as sorting out disqualified leads. F15 quickly found areas to continue the investment and push more ad in areas yielding optimal results.
As F15 made manual optimizations to the Geo, keywords, ads, and bidding, Google was also able to utilize the power of the algorithm and find additional user level signals beyond what advertisers are usually able to access. As tracking was accurate at every stage of the funnel, F15 had confidence that the algorithm was receiving the right signals to make decisions.
F15 was able to both successfully increase qualified leads and decrease cost per qualified lead for the client.