FINACIAL SERVICE ADVISERS GAIN MOMENTUM
OVERVIEW
A financial services firm was looking to run a national advertising campaign with highly localized audiences promoting more than 14,000 advisors around the United States. They enlisted the help of SObsidian to run a campaign with fixed feed Dynamic Creative to promote the local in-market financial advisor to the applicable target audience based on location. The initial campaign goals were to achieve a CTR of .1% and a CPC of $3.
SOLUTION
Obsidian developed a comprehensive strategy of search retargeting at the keyword level, category contextual targeting and mobile geo-optimization to target individuals who had shown interest in financial services. Using fixed feed Dynamic Creative, the ad content was dynamically adjusted based on the user’s location to display information for the in market advisor. After campaign launch, the Obsidian team and our multivariate algorithms made continuous optimizations to improve performance. Specifically, the team removed poorly performing keywords and category contextual elements, added more successful keywords and categories, blacklisted domains, and adjusted the frequency cap and pacing.
RESULTS
Over the ten month campaign, Obsidian achieved a .23% CTR and a $2.93 CPC, exceeding the client's goal of achieving a .1% CTR and a $2.93 CPC. The campaign saw significant improvement month-over-month to reach peak performance.
