Fintech: Optimizing Paid Search Campaigns for Efficiency & Volume
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Challenge
A leading UAE Fintech client, wanted to achieve the lowest possible cost per acquisition (CPA) while simultaneously increasing lead volumes through strategic paid search campaigns.
Solution
I implemented a comprehensive paid search strategy, focusing on optimization and bid management:
Keyword Research and Segmentation: Conducted extensive keyword research and segmented keywords into smaller, highly targeted groups to enhance relevancy and avoid high cost per leads (CPLs).
Customized Ad and Bid Strategies: Created customized ads for each keyword segment and implemented targeted bid strategies based on performance data.
Continuous Optimization: Regularly optimized campaigns using search query reports (SQR), updated ad copy, and introduced new offers to maintain engagement.
Budget Management: Reallocated budgets from other channels to scale campaigns while keeping CPL goals in check.
Result
Achieved a 22% increase in leads with only a 5-7% increase in CPL, demonstrating the effectiveness of continuous optimization.
Scaled campaigns by reallocating budgets from non-digital channels, which enhanced the performance and lead volume.
Impact
Bid Automation and Optimization: Regular adjustments to bids and optimization based on performance data helped achieve both efficiency and volume goals.
Budget Reallocation: Shifting budgets from non-digital channels to digital ones can improve campaign outcomes without inflating CPL.
Competitive Ad Copy: Continuously updating ad copy based on real-time search data was essential for staying relevant and competitive.
Tech Stack
Google Ads, Google Analytics
