Paid Media: Adding Income Streams with Channels

Paid Media: Adding Income Streams with Channels

How hands-on management and a strategic focus helped us in selecting paid search channels for our fintech client to target their best markets and maximize ROAS

CLIENT

Financial services provider specializing in online bill-paying with 45 billers nationwide in the energy industry

CHALLENGE

Replicating our success with Google in new channels to increase overall revenue

SOLUTION

Hands-on, detail-oriented channel management with customized strategy, keywords and ad copy

(un)Common Outcomes
Side-by-side graphic comparing conversion volume of google (248K) and of bing (271K) and return on ad spend (ROAS) of google (343%) and bing (375%)

Bing

In the second year of our engagement with the client, we added Bing to Google as a second channel. Because of our attention to detail when we added Bing and set up its account and campaigns, we saw gradual results that made a big difference over time:

From Q4 2014 to Q3 2015, Bing delivered, on average, 9.12% more conversions than Google. Its ROAS for that same year was 375% compared to Google’s 343%—9.49% higher.

Bing has consistently delivered high-dollar conversions; since 2013, its revenue-to-conversion ratio has been 1.00 or greater.

Side-by-side graphic comparing the ratio of revenue to conversions for google (.99), yahoo (1.01), and bing (1.04)

Yahoo Gemini

Adding Yahoo in the third year of our engagement further expanded our client’s reach. Like Bing, Yahoo has more female users than male. As more than 65% of household bills are paid by women, Yahoo was a logical choice for our third channel.

Yahoo hasn’t historically added a great deal of conversion volume. However, its cost per conversion is comparable to both Google and Bing, and its cost per click is much lower. Additionally, like Bing, Yahoo’s relative value per conversion has been higher than Google’s for 18 months now.

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