Win Over Audiences with Effective Finance Content Marketing
Learn how to define, collect and use zero-party data, first-party data, second-party data, and third-party data in your marketing strategy.
Growing Scale and Efficiency Reaching Financial Services Professionals with Search Marketing
/ Thoughtspace - Case Study, Finance, Programmatic Paid Search
September 27, 2023
Brief
Coegi works closely with a financial services company whose advertising focuses on establishing themselves as a marketplace leader by growing brand presence alongside a competitive landscape and providing value to financial professionals and consumers through retirement planning content that educates, supports, and inspires action.Â
This financial services firm partnered with Coegi to reach financial professionals and retirement aged consumers through a B2B2C omnichannel strategy. One component of this strategy included search engine marketing, which presented robust opportunities though with initially limited scale.Â
Highlights
-92%
Cost per Click and Cost per Action
2,504%
Increase in Impressions Served Against 1st Party Audiences
$4
Cost per Action Compared $49 Before Optimizations
Challenge
The financial services company wanted to drive sales growth opportunities by engaging with prospective advisors through relevant content, utilizing first party CRM lists across a variety of channels to ensure media was reaching their specific audiences. The pull nature of the search channel resulted in minimal scale and high costs, impeding the impact of this channel within the media ecosystem.
Solution
In order to continue to reach these niche first party audiences while maximizing exposure across all possible channels, the team incorporated discovery ads. Adding this placement provided a higher volume of page visits at a lower CPA while maintaining tight control on users exposed to the ads.
Results
By expanding inventory to include discovery ads, the team was able to lower CPA and CPC by 92%, while increasing impressions served against the first-party audiences by 2,504%. This shows the importance of utilizing all inventory options to maximize platform results.
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