Targeted Advertising to Promote Banking Services

Customer: Bank

Services: Targeted advertising

Industry: Banking

Time to completion: October through December

Mission

To increase the number of clients’ requests within a new payroll card program driven from Facebook and Instagram using targeted advertising.

Features

• About the project: payroll card program allows clients to earn money from salary transfer to their employees’ payroll cards
• Social networks: Facebook and Instagram
• Target audience: legal entities (small and medium-sized businesses)
• Area: Belarus, regional cities with the centers of banking services (CBS)

Work performed

1. niche analysis and target audience selection
2. adapting the graphic banner with respect to placement
3. developing a creative message in ads mentioning company’s USP and additional benefits
4. setting goals to track events on the website using the Facebook pixel
5. creating, launching, and constantly monitoring the advertising campaign.

Result

Pursuant to the NDA, we cannot disclose information on promotion expenses and the number of potential customers. However, the following results were achieved in terms of on-target reach and ad impressions:

• number of users reached – 127,872
• number of impressions – 263,518
• cost per result – €0.21.

Results of targeted advertising

Highest performing audience:

• users aged 25-44
• overall audience reach – 84,864 users
• average cost per result – €0.21.

Audience for targeted advertising

The following changes were made while managing the advertising campaign:

1. The budget was redistributed by allocating its bigger part to Instagram since it drove the largest number of targeted actions.
2. Various target audiences were added broken down by age and gender. Various advertising placements were involved.
3. While managing the campaign low-performing audiences and placements were tuned out, budgets in advertising campaigns were adjusted based on their effectiveness.
4. Various ad formats and callouts were tested to promote the best performance. The most effective ad turned out to be the one with the shortest text in the company’s USP.
5. Ultimately, the collected data helped develop hypotheses to further improve the performance of the advertising campaign.

The invested efforts resulted in the indicators for the advertising campaign exceeding several times the expected ones. Conversion rate increased by 2.5 times as opposed to the expected result. The average cost per result was reduced by 5 times from the planned one and amounted to €0.2.

Eventually, the client’s product got a full-scale promotion in social media and received enough targeted requests for further processing at a reasonable price.