/ Project
Banco Promerica - Make great things happen
Creative concept
Digital Agenda
CRO
Application
Create and configure a digital advertising campaign focused on lead generation for the Personal Loan category.
Solution
Based on the discovery that people set new goals and project ideas in January, and that they also need to consolidate their debts, the personal loan campaign "Make Great Things Happen" was launched.
The main objective of the campaign was to generate leads, so an advertising strategy was defined using Facebook Ads™ and Google Ads™ SEA (Search Engine Advertising) targeted at the profile that we analyzed together with the Business Intelligence (BI) department of Banco Promerica, we built a conversion funnel and divided the campaign into stages to analyze results more quickly.
In the first stage we targeted the cold audience, in the second stage we started with retargeting to reach warm and hot people who had had some contact with the landing page and ads, but who had not yet made any conversions, this is possible thanks to the installation of tracking tools such as the Facebook Pixel and Google Tag Manager (GTM) with conversion tags, which allowed us to improve CRO (Conversion Rate Optimization).
The landing page design also contributed to achieving the initial objective, with a user-centered design or User Experience (UX). Visitors were able to complete the fields without complications and in a short time. With an average of 0:28 seconds per person and a bounce rate of 11.05%, we achieved a registration rate of 93.72% from mobile devices and 4.22% from desktop computers, which met and exceeded the objective.
Results
Landing page: 9.11% conversion
FB ADS:
CTR 1.57%
Retargeting:
CTR 3.14%
SEA*:
CTR 24.43%
SEA Conversion*:
5.50%
CRO*:
+4.00%
*SEA: Search Engine Advertising
*CRO: Conversion Rate optimization
