Accelerated Banking - PWI Marketing

The Client

Accelerated Banking is a proven provider of financial consulting services that helps homeowners pay off their mortgages and plan for retirement. Aiming to grow the business, the team at Accelerated Banking approached us in a state of distress. In fact, they told us their marketing program “was in shambles.”

With a low return on ad spend (ROAS) at the time, they were struggling to reach their target audience as effectively as they needed to. In addition, some of their campaigns were even losing money. Accelerated Banking’s goal was to achieve at least 5 times return on ad spend–and we were up to the challenge.

The Challenge

Our team started by analyzing the issues– we uncovered that Accelerated Banking was experiencing several problems with their digital advertising efforts:

Inefficient Audience Targeting: Their ads were not reaching the optimal audience, leading to low engagement and higher than expected costs. Funds were being wasted on impressions and clicks that were not converting.

Poor Campaign Performance: Key performance indicators (KPIs) such as impressions, frequency, and click-through rates (CTRs) were below industry standards. Return on ad spend (ROAS) was below our client’s set goals.

High Cost Per Click (CPC): The cost of acquiring clicks was higher than our client expected, further reducing the return on ad spend.

Lack of Cohesive Strategy: Their advertising efforts lacked an overall strategy or funnel, resulting in fragmented and ineffective campaigns – that were even losing money in some cases.

The PWI Strategy

Multi-Step Funnel Design: We designed a multi-step funnel of video advertising to keep customers engaged at every step in their journey.

To address these challenges, we developed a comprehensive plan focused on optimizing every aspect of Accelerated Banking’s campaigns. Our approach, tailored specifically for our client, involved several steps:

Customer Journey Analysis: We conducted an in-depth analysis of the entire customer journey, identifying pain points and opportunities for improvement along the way.

Customized Audience Development: We researched and developed customized audiences, working closely with the client as well as leveraging our in-market experience.

Audience Tuning: We further narrowed and refined the customized audiences to ensure a high degree of precision and to further reduce CPL.

KPI Analysis: We analyzed account KPIs such as impressions, frequency, and CTRs to identify areas for optimization.

Frequency Tuning: Managing frequency was critical for this campaign, requiring a customized setup to reduce ad fatigue and improve clickthrough rates.

Multi-Step Funnel Design: We designed a multi-step funnel of video advertising to keep customers engaged at every step in their journey.

Multiple Campaign Types: To achieve a synergistic effect and improve the performance of all campaigns, we designed a comprehensive portfolio of campaigns, including Search, Performance Max, and other campaign types, to run concurrently.

A/B Testing: We performed A/B testing of creatives and account optimizations to enhance engagement with the ads while reducing cost-per-click.

Implementation

The implementation of our strategy for Accelerated Banking was multi-phase:

Audience Creation: We created and utilized special audiences, specifically tuned for our client’s individual and unique markets, based on our research and in-market expertise.

Campaign Setup: We set up new campaigns across Microsoft Ads, Meta Ads, and Google Ads, focusing on these customized audiences.

Multi-Step Funnel Creation: We launched a multi-step funnel of video ads, ensuring that potential customers were engaged at every stage of their journey, and “stayed in” the funnel.

Campaign Integration: We strategically integrated the stages of the video campaign funnel with other campaign types running concurrently.

A/B Testing and Continuous Optimization: Ongoing A/B testing of creative variants enabled us to continuously tune the campaigns over time for maximum performance.

The Results

To put it simply, Accelerated Banking was thrilled with the results:

Significant Average ROAS Improvement: The average ROAS for Accelerated Banking’s campaigns raised to an impressive 5x – 6x, doubling and even tripling starting performance.

Improved Audience Engagement: The customized audiences we created contributed to higher engagement levels on the ads, with improved CTRs and lower CPCs.

Increased Impressions and Reach: The multi-step funnel and comprehensive campaign approach not only increased reach and impressions overall, but increased conversions as well.

Reduced Ad Fatigue: By strategically (and carefully) tuning the frequency of ads, we reduced ad fatigue and improved overall campaign performance, earning more conversions from prospective customers.

More Interactions: A/B testing and continuous optimization efforts led to higher interaction levels, reducing wasted spend.

Conclusion

In just a few months, our team successfully transformed digital advertising efforts for Accelerated Banking.

By focusing on audience customization, KPI analysis, frequency tuning, comprehensive campaign strategy, and continuous improvement – we were able to triple our client’s return on ad spend (ROAS). Accelerated Banking closed more leads and grew their business at a faster rate than expected–and the sales funnel became more visible than ever before.

We’re highlighting this case because it truly showcases the value of a personalized approach to digital marketing, especially in an advertising landscape as competitive as today’s. At Project World Impact, we believe this individual touch makes all the difference.

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The PWI Strategy

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