Service

PPC Ads

Project Location

USA

Service

Google Ads

Clients Background

Industry: Financial Services (Payments and Data)
Platform: Deluxe.com
Monthly Ad Spend: $98,000
Objective: Increase Return on Ad Spend (ROAS), enhance brand visibility, and drive both online conversions and in-store visits.

Objectives

  • Achieve a high ROAS across all PPC campaigns.
  • Increase brand awareness through strategic display campaigns.
  • Boost in-store visits and call inquiries through localized campaigns.
  • Optimize performance marketing efforts to maximize conversions.

Platforms Used

Objectives

  • Achieve a high ROAS across all PPC campaigns.
  • Increase brand awareness through strategic display campaigns.
  • Boost in-store visits and call inquiries through localized campaigns.
  • Optimize performance marketing efforts to maximize conversions.

Challenges

  • Navigating a highly competitive financial services market with specific regulatory requirements.
  • Balancing brand awareness with direct response goals.
  • Improving ROAS for underperforming campaigns, particularly search.

Strategy & Implementation

1. Search Campaign Optimization

– Current ROAS: 1.7
Actions
– Keyword Optimization: Focused on high-intent keywords related to payments, data services, and financial solutions.
– Ad Extensions: Utilized ad extensions (sitelinks, callouts, structured snippets) to increase ad visibility and CTR.
– Bid Strategy: Adjusted bids based on historical performance, device, and time of day to optimize spend.

Result: While the ROAS for search campaigns was 1.7, the optimizations focused on capturing more qualified leads and improving ad relevance.

2. Display Campaign for Brand Awareness

– Objective: Build brand recognition in the payments and data services sector.
Actions
– Targeting: Implemented demographic and interest-based targeting to reach potential customers across various industries.
– Creative Development: Produced visually compelling ads that emphasized Deluxe’s expertise and trustworthiness in financial services.
– Performance Monitoring: Tracked metrics such as impressions, CTR, and reach to gauge the effectiveness of the campaign.

Result: The display campaign successfully increased brand awareness, reaching a broad audience and solidifying Deluxe’s presence in the market.

3. Shopping Campaign Optimization

– Current ROAS: 2.2
Actions
– Product Feed Management: Ensured that the product listings were accurate, detailed, and visually appealing.
– Smart Bidding: Leveraged smart bidding strategies to optimize for conversions, particularly for high-value financial products and services.
– Negative Keywords: Used negative keywords to prevent wasted spend on irrelevant clicks.

Result: Shopping campaigns achieved a ROAS of 2.2, demonstrating efficient targeting and effective use of budget to drive qualified leads.

4. Smart & GMB Campaigns for In-Store Visits and Calls

– Objective: Increase local customer engagement and drive foot traffic to Deluxe’s physical locations.
Actions
– Local SEO: Enhanced Google My Business listings with up-to-date information and customer reviews.
– Ad Extensions: Used location and call extensions to make it easy for customers to find and contact Deluxe branches.
– Geo-targeted Ads: Focused on areas with high customer potential, adjusting bids based on local competition and demand.

Result: Smart & GMB campaigns effectively increased in-store visits and phone inquiries, supporting Deluxe’s goal of enhancing local customer engagement.

5. Performance Marketing Campaigns

– ROAS: 2.23
Actions:
– Cross-Channel Integration: Synchronized efforts across search, display, shopping, and smart campaigns to ensure consistent messaging and maximum reach.
– Data-Driven Optimization: Regularly analyzed performance metrics to make data-driven decisions on budget allocation, bid adjustments, and audience targeting.
– Remarketing: Implemented remarketing strategies to re-engage users who had previously interacted with Deluxe’s online assets.

Result: Performance marketing campaigns achieved a strong ROAS of 2.23, meaning every dollar spent returned 2.23 times in revenue, significantly boosting overall campaign efficiency.

Overall results

– Overall ROAS: 2.2
– Search Campaign ROAS: 1.7
– Shopping Campaign ROAS: 2.2
– Brand Awareness: Substantially improved through targeted display campaigns.
– In-Store Visits and Calls: Increased due to effective Smart & GMB campaigns.

Conclusion

By carefully optimizing a diverse range of PPC campaigns, Deluxe.com was able to improve their ROAS, enhance brand visibility, and drive both online and offline conversions. The use of performance marketing played a crucial role in maximizing the efficiency of the ad spend, delivering a substantial return on investment.