QuidMarket Conversions Up 98%, Finance PPC Case Studies

The Client.

QuidMarket approached us about becoming their ppc management agency, looking to drive traffic to their website and convert clicks into customers through targeting some highly competitive industry terms. The client was specifically seeing click-through traffic results on two broad match terms within their Google Ads account, but its performance was incredibly inconsistent, experiencing a high level of conversion fluctuation across the generic targeted terms.

Results.

Hitting the ground running with QuidMarket, we are thrilled to see our multi-service digital marketing approach pushing the client towards an increase in online visibility and sales.

+52%

increase in conversions

+323%

increase in ROAS

+98%

increase in conversion value

The Objectives

QuidMarket operate in a highly competitive industry meaning that we needed to make sure our strategy would generate early success to provide a base for the campaign as we continued to develop it overtime.

01. Double the number of conversions achieved

02. Enhance the over ROAS of the campaign

03. Improve the conversion value of leads generated

The Strategy.

QuidMarkets previous campaign relied on driving the majoring of traffic between just three broad match terms around +payday, +loans and +direct lender terms, which each had a considerably high CPL. The account had also been set up with a manual CPC approach and did not include any bid modifications to enhance the performance by device, time, or demographic. We shifted the campaign towards Google automated bidding to pool each of the keyword terms into related buckets. This also meant that we were able to better manage the media spend and equally apply the campaign spend to terms with greater propensity to enhance WoW conversion performance.

The Campaign.

The focus of the campaign was to pivot away from sole generic upper funnel traffic and instead towards a multi-staged approach, targeting keywords at each part of the user journey. We achieved this by providing relevant, targeted ads to match user intent, helping to increase conversion performance. Using Google Data Studio, we blended the Goal Conversions from Google Analytics and overlayed the cost data assigned in Google Ads. This enabled us to identify which campaigns delivered initial applications to the site and which resulted in funded loans. We were then able to regularly review the campaigns with the highest conversion rates from the total number of applications started, to those funded to allocate greater spend. Through undertaking a historical search query review, we were also able to better understand the past search terms and categories which generated old conversions. We were then able to develop a detailed keyword variation ad plan, targeting specific keyword ad groups and a variety of long-tail keywords before separating them into defined match type and setting up an extensive negative keyword list to filter out unwanted traffic.

+323%

increase in ROAS

"It's fantastic to be partnered with such a forward-thinking agency. We have already achieved so much success across SEO and PPC and are looking forward to seeing where the team takes the campaign next. The financial industry can be a difficult one to crack by the team's knowledge is second to none which has really helped us to progress the campaign forward at a quick pace!"

Joshua Asuman

IT & Marketing Manager

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Being able to see our hard work become part of award-winning digital marketing campaigns is always a pleasure. It’s not why we do it, but it shows the world we can. We regularly are both nominated and awarded for our forward-thinking campaigns that the whole team has a part in achieving. We want to do the same for you.

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