Time period: September 2014

Agency: iProspect

 

Challenge:

  • Takeover of the Paid Search and Google Display Network-Agendas for ING-DiBa from a German agency
  • Previous campaigns had been conducted badly and no consistent strategy had been followed

Insight/Strategy:

  • Redefining the aims of Paid Search
  • Developing a new campaign structure covering the whole customer journey and allowing performance-driven management
  • Path to Conversion & Search Funnel Analyse Adwords Account

Implementation:

  • Addressing the customer in every phase of the decision-process (Display/GDN = awareness, Generic Search = information acquisition, Retargeting = strengthening, Branded Search = sales channel)
  • New campaign structure: addressing the user based on his/her position in the decision process

Result:

  • increased orders by 127%
  • CPO-reduction of 70%
  • 22% less Ad spend
  • The IAB WebAd 2014 for the Best Data Insight Campaign

For further information, please ask Sebastian Rosinus! sebastian.rosinus@iprospect.com