The client, recognized as the Largest European CFD Broker Platform, has been a significant player in the online trading industry, offering a wide range of trading instruments. Renowned for their user-friendly platform and comprehensive market access, they have been pivotal in making trading accessible to a broad audience across Europe.
Before partnering with our agency, the client faced several substantial challenges in their digital marketing efforts. Over a span of two years, their advertising campaign yielded less than optimal results.
Primary Objectives
Improve the campaign structure for enhanced -clarity and performance.
Target a wider range of relevant keywords, including investments in oil, precious metals, popular brand stocks, forex, and commodities.
Enhance lead quality by refining audience targeting based on age and income.
Develop and implement a comprehensive retargeting funnel.
Boost ad relevance and Quality Score for non-brand keywords.
Implement accurate conversion tracking, including tracking of valuable events post-form submission.
Challenges
Lack of clarity and organization in the existing campaign structure.
Limited targeting of relevant keywords.
Poor lead quality, with 80% of leads deemed irrelevant.
Audience targeting required refinement by age and income.
Lack of a well-defined retargeting funnel.
Low ad relevance and Quality Score for non-brand keywords.
Incorrectly configured conversion tracking.
Results we achieved
Before
Before cooperating with us, for the whole period of advertising, the client had: • Too expensive CPL — €458 • Total number of conversions for 2 years of advertising — 121 • Budget spent — €55 400 • CTR — 0.22%
After
We successfully achieved: • Far cheaper CPL — €67.31 • Total number of conversions — 22300 • Budget spent — €1.500.000 • CTR — 0.55%
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How We Did It
Account level:
Implemented enhanced conversions for form submissions and tracked the entire user journey, including personal information submission and first deposit.
Ensured conversion actions were correctly set.
Excluded underperforming placements.
Created a customer acquisition value for precise targeting and bidding of only new users.
Search campaigns:
Launched new Search campaigns targeting new customers.
Conducted in-depth keyword research for various directions, including oil and precious metals investments, stock trading, and cryptocurrencies.
We developed the following logical structure of Search campaigns: separate campaigns for each direction in English and the local Spanish language.
Performance of search campaigns
Structured search campaigns with unique ad groups and relevant ad copy.
Conducted a more in-depth investigation of keywords for the following directions: investing in oil, investing in precious metals, investing in stocks (including Amazon, Netflix, Tesla, Google, and Apple), stock and commodities trading, and trading of all relevant cryptocurrencies.
Participated in developing a unique landing page and campaigns for the following niches: Copy Trading, Crypto, Forex & Commodities, Stock Trading, Amazon Stock Trading, Tesla Stock Trading, Netflix Stock Trading, Apple Stock Trading, Google Stock Trading, Trade Indices, Trade Metals, Trade Oil, Forex, Digital Currencies.
Narrowed down audiences based on age (30 years and above) and income.
Performance Max campaigns:
Structure of Performance Max campaigns, 2020-2022
Implemented Performance Max campaigns for core directions like copy Trading, Investments, Forex, and Trading.
Set different campaigns optimized according to each goal: sent form, payment information submission, first deposit, and deposits.
Addressed any ad and account limitations caused by the sensitive nature of the industry. Gave advice on creatives and ad copy to avoid ads and accounts getting blocked.
Utilized audience lists and improved Google’s targeting algorithm.
YouTube campaigns:
Launched a Video Reach campaign to build brand awareness.
Created a structured ad group strategy targeting specific audiences with relevant ad copy.
Worked closely with the legal and sales departments to create and implement the video and ad copy content that did not violate policies and break the laws.
Ensured compliance with legal and industry regulations.
Discovery & Display campaigns:
Deployed a Discovery campaign to reach a broad audience across YouTube and Gmail.
Targeted highly indexing affinity and in-market audiences.
Established a remarketing funnel that targeted various stages of user engagement.
App campaigns:
Collaborated with the client on app development.
Launched UAC app campaigns to increase new user acquisition through App UAC placements.
Generated 6,167 number of installs with CPI €4.32
Our Results
Lead Quality Improved: MQL and SQL percentages increased significantly, with the number of first deposits rising from 50 to an impressive 350 a month. During the period of our cooperation, we managed to generate 22 300 conversions with a total budget of €1 500 000. The client could successfully increase the monthly budget from €33 000 to €109 000 in order to scale results and deposits, as well as attract more new customers.
CPL Reduced: Cost per lead decreased significantly from €496, averaging just €67.31.
CTR Enhanced: Click-through rate improved to an impressive 3.5%.
CVR Skyrocketed: Conversion rate increased by an astounding 120%.
Budget Efficiency: Optimized campaigns achieved a 30% higher return on investment.
Remarketing Success: The retargeting funnel led to a remarkable 50% increase in conversions.
App Downloads: CVR of app downloads increased by 40% during the first 2 months. CPI decreased form €17.6 to €4.32.
Regulatory Compliance: All campaigns adhered to legal and industry regulations, ensuring the client’s long-term success in the highly regulated crypto, trading, and investing industry.
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This successful transformation of the Google Ads strategy has not only driven exceptional results. It also positioned the client’s Crypto, Trading, and Investing Platform in Spain as a leader in the industry, effectively reaching and converting its target audience while maintaining compliance with stringent regulations. Book a free consultation.
Optimized paid media strategies to drive growth in key performance indicators (KPIs), including cost-per-acquisition (CPA), conversion rates, and return on ad spend (ROAS), for a leading online trading platform, enhancing overall campaign efficiency and profitability.
Enhancing advertising campaigns with key objectives: implementing accurate conversion value tracking, creating audience segments for precise targeting, launching customised campaigns for global regions, and maximising Return on Ad Spend (ROAS).
