Increased conversions by 37% for the FinTech company
Challenge
The client provides Financial services for entrepreneurs and small to medium-sized enterprises: digital banking and invoicing services for self-employed professionals and SMEs in Germany, France, and Italy. As a fast-growing startup Finom aimed to increase 10x their qualified leads, yet they hit their limits with Google Search. Lira Agency, the digital marketing partner, was looking for ways to scale up campaigns to achieve the ambitious goal.
Solution
Finom has different pricing packages and tracks full-funnel conversions: from first sign-up to opened account. The number of conversions per week was sufficient for strategies to learn. Search campaigns are divided per country and service with about 100 active keywords per campaign. The idea was to tap into more queries with broad match keywords and attract incremental high-quality traffic with tCPA bidding strategy. Lira tested the approach for 2 weeks (Feb 25 – Mar 11, 2021) with a 50% traffic split for one of the countries. Up to 10 keywords were moved from broad match modifier to broad match in a tested campaign. The CPA target and bidding strategy remained the same.
Results
The 2-week test showed a 37% increase in conversions and a 28% decrease in CPA and was considered successful. Broad match keywords were adopted for the initial campaign and for other countries. Finom increased the number of qualified leads, 85% of them now coming from broad match keywords.
Lira Agency
Lira is Data-driven PPC Lead Generation Digital Agency for startups, SaaS, b2b companies, e-commerce, local services, lawyers, and realtors. We are a team of certified Google Ads & Google Analytics experts working with PPC since 2008, so we have experience in many fields: audit, setup, ongoing optimization, etc. Ads Expertise in Google...
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