We Believe In Your Goals

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Instagram

Meta Ads

Emails

The most relevant goal in advertising is to get the right message in front of the right person at the right time. Hitting that mark sometimes takes investment in tools and training, but it almost always requires trial and error.

Methodology

• Limit paid advertising to Meta only to isolate channels for attribution
• Focus on a narrow selection of deposit products, including consumer checking, business checking, and consumer savings
• Create 6 ads with separate target profiles based on product, geography, age, gender, and interests gleaned from audience data available via Google Analytics for fsnb.net and core processor pages
• Implement additional methods to target visitors by specific actions taken on fsnb.net
• Monitor data weekly and update targeting and creative assets as performance varies

The idea of lookalike audiences in marketing isn’t new, but the general concept is that you can most effectively target new customers by understanding your existing customers and finding more people like them. We analyzed demographic and interest data available in Google Analytics for fsnb.net and the account sign-up platform.

We pulled the top 10 interest groups shared by visitors for each site and then looked for overlap. Without getting too specific, if we saw that many folks who followed through on signing up for accounts were aspiring chefs and avid news readers, it made sense to target potential customers in the markets who watched cooking shows and/or cable news channels. This methodology required adjustment over time, but it was very effective on the whole.

Accurate targeting and high ROI require robust tracking practices. Without a CRM, First Southern lacked some of the structure and practices needed to effectively connect all the dots. The alternative was to combine available tracking tools with account sign-up data manually pulled by the bank.

Methodology

• We utilized a lead form to serve as a sorting point. This allowed us to track those who exited to sign up for an account and those who exited to fsnb.net to learn more. It also gave us a method for harvesting contacts for future emails.
• We implemented methods to track visitors by actions taken on the lead form and website. This made it possible to create audiences for retargeting with future ads.
• We collaborated with First Southern Operations to pull data on accounts opened during confirmed ad session dates
• We shared performance data with collaborators weekly to allow opportunities for feedback and adjustment during the campaign.

Online Account Sign-Up Journey Tracking

1. User clicks Meta Ad and visits Lead Form
2. User interacts with Lead Form and exits to sign up or learn more
3. A UTM coded link connects visitors who choose to sign up from the Lead Form to core processor pages in Google Analytics. This allows us to see how many of these visitors completed sign up.
4. Operations pulls data on accounts generated during the campaign period with deposit data.
5. Using submission dates, and completion numbers, we can narrow down which account sign ups could be attributed to ads.