THE OBJECTIVES

• The finance industry had become very crowded, very quickly, which was having a snowball effect on search.
• This, coupled with time-poor and demanding customers, was leading to a decrease in loyalty.
• We were challenged with devising a strategy aimed at driving more applications at a more efficient rate.
• In order to achieve this, we had to look for new and innovative ways to engage with L&G’s desired audience.

THE STRATEGY

• We tweaked the ad groups within two of L&G’s highest traffic-driving campaigns in order to fit the profiles of seven different audience segments.
• Unique ad copy was written for each individual segment based upon its key characteristics.
• We matched this tailored ad copy with the specific ‘psychological intent’ of the people within each segment, which saw us coin the campaigns as ‘Psychology Strand’ campaigns.
• We then compared the performance of the campaigns targeting the specific audience segments against the campaigns targeting everybody else.

THE RESULTS

• We increased completed applications by 280%.
• The ‘Psychology Strand’ campaigns delivered a CVR increase of 523%, with the overall CVR of all campaigns increasing by 557%.
• The campaigns delivered at a -80% CPA.
• The average investment value of people who had converted via our campaigns was 215% higher.
• Revenue increased by 1098%.
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