Search Retargeting for Financial Services
“Financial services companies in the US were among the first to shift significant ad dollars to digital formats during the recession and have not turned back. The industry is on track to spend $4.74 billion in online paid media in 2012, up 23.3% over 2011“, According to eMarketer. This is an interesting trend for those in financial services, as the industry has had its ups and downs recently with the economy.
For those who are investing more in advertising, many recognize the potential for client retention, product upsells or new client acquisitions through cross-channel synergies. One major opportunity financial clients have (especially those with many products) is cross-channel retargeting. Meaning that if a user is on Google/Bing searching for a home mortgage, credit card or debt services, MOJO can retarget customers on advertiser’s display buys and make sure the creative used is customized for that customer.
For example, if someone searches Google or Bing for refinancing options for their home mortgage but never converts, a financial institution may want to make sure the next creative that potential customer sees reflects their particular product interest. The ultimate goal for that advertiser is to get that potential customer back into the sales funnel.
Many of the top searched keyword categories were bucketed under financial services, meaning that many of those keywords can get really expensive as advertisers bid up the CPC. Due to these inflated CPC rates for keywords, it is important to maximize your budget in the ad channels used and make every dollar count through good search strategies and the cross-channel opportunities.
Here is the list of the top 20 search keyword categories last year’s Q2 (note the top financial categories):