Objective
- Drive growth for Loan Applications whilst maintaining an efficient and profitable CPA (Cost Per Application)
What we did
- Created an upper-funnel awareness campaign strategy
- Developed audiences and targeting to turn cold audiences into converters
- Scaled up high-intent campaigns on Google Ads to capitalise on in-market audiences and generic search volume demand
- Increase brand search query volume and drive ultra-efficient conversions
How we did it
- Increasing brand awareness media spend from 1% to between 30-50%, using channels such as YouTube, programmatic display, Meta Ads and digital OOH
- Full-funnel cross-channel campaign strategy that generated awareness and traffic clicks from a variety of channels to drive high-performing retargeting campaigns, Performance Max audience signals, and brand search volume
- Performance Max and broad match search campaigns on Google Ads
- Identifying keywords for search and optimising campaigns to achieve a low CPC and high CVR that would keep CPA on target
- Exploring and testing different audiences split by asset group within campaigns
- Experimentation and testing of assets, platforms and audiences
Results
- Applications growth of 257%
- Cost per App decrease of 40%
- Brand search volume growth of 355%
- 68% YoY revenue growth
Conclusion
While brand awareness can often be overlooked, it was instrumental in scaling up the media spend which has allowed Salad Money to grow month after month for the past 2+ years.