ME Bank
Reducing Advertising Costs with Holistic Search Strategy
Brief
In April 2022, ME Bank launched an integrated marketing campaign for their Everyday Transaction Account across multiple channels, including YouTube, TV, Social, and Display. The campaign generated increased search activity, which led to an opportunity to reduce advertising costs by optimising their SEO and paid search strategies.
Background
Task
ME Bank’s goal was to reduce the cost in advertising during the campaign period by leveraging the natural boost in search traffic. The challenge was to identify areas where the bank could pull back on paid search spend while maintaining visibility in high-priority search results.
35%
Increase in online orders 2023
Solution
We crafted a holistic search strategy through identifying keywords that the ME Bank Everyday Transaction Account landing page was already ranking for in position 1. Specifically, we focused on branded search terms like “bank account me” and “open me bank account.” By pulling back on paid search spend for these keywords, we were able to reallocate the budget to other areas that needed more investment.
By implementing a holistic search strategy, ME Bank achieved a notable increase in organic new users, driving more high-quality traffic to their site. Additionally, the approach led to significant savings on paid search spend, allowing for a more efficient allocation of the campaign budget. This resulted in enhanced overall campaign performance and a better return on investment.
PoP increase in Organic New Users
29%
PoP increase in Organic New Users
$2.5K
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