industry
Finance
KEY METRIC
Branded Traffic
RESULT
80% UPLIFT
SUCCESS STORY
Burgan Bank became the bank reached the most users on digital platforms.
With the customer acquisition strategy we apply; the search volume for brand keywords quadrupled and the organic traffic from these searches increased by 80%. Burgan Bank became the bank that reached the most users in digital channels, while the cost of customer acquisition decreased by 45%.
CHALLENGE
The biggest obstacle Burgan Bank faced when trying to gain digital banking customers was brand awareness. Since they had been focusing only on corporate banking for years, they needed to establish trust in the eyes of individual users as a bank. They also did not have enough advertising budget for large-scale communication campaigns.
SOLUTION
We realized that PPC channels, which are generally considered to be the best option in terms of gaining new customers, were not effective for us. Because the cost per click was really high since there is a huge competition. Also the conversion rate on the website was low due to the low brand awareness. So we decided to re-design the marketing mix prioritizing CPC. Also started focusing on conversion rate optimization.
RESULTS
Burgan Bank managed to become the bank that reaches the most users in digital platforms according to Gemius Turkey. We also managed to decrease the customer acquisition cost and lowered CPA by 45%. Meanwhile, the brand search volume quadrupled and the traffic generated from brand searches increased by 80%.