The challenge
In the fiercely competitive financial services sector, Investec found it challenging to attract customers, and converting them proved even tougher.
With countless communications from competitors blending into a sea of sameness, they want their search ads—a famously constrained format—to break through the noise and reach their audiences in more meaningful and effective ways.
Intelligently crafted campaign copy that drove more traffic in a highly competitive and noisy digital environment.
The solution
We began by uncovering and understanding audience segments including relevant behaviours, attitudes, personality, profiles, and other key characteristics. Then, we developed a tailored test-and-learn framework aligned with the findings, the product, and the campaign objectives.
Through the framework, we crafted highly refined PPC ad copy and ran it against existing text to assess the effectiveness of our Behave variation, before fine-tuning further for excellence.
The impact
Our bespoke ad copy drove a remarkable 27% increase in traffic, showcasing the power of messaging that leverages audience insights. The result not only reinforced our approach and proved our science, but also sparked several follow-up projects that all saw similar success in key campaign KPIs.
