Boosting conversions by +144% for an Emerging Business in the Fintech Sector.

Merchant Loan Advance, operated by Sorodo Limited, helps support small businesses and SMEs across the UK by providing business funding solutions.

With such a great core product, Merchant Loan Advance approached us looking to improve their Paid Media campaigns, driving more leads at a lower Cost Per Acquisition.

Merchant Loan Advance PPC Case Study by This Digital

+144%

Conversions

+144%

Conversions

-40%

CPA

-40%

CPA

+92%

Conversion Rate

+92%

Conversion Rate

Our Approach

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After meeting with Merchant Loan Advance to understand their business goals and setting strong targets & KPIs, we reviewed historical performance and put in place a 3-month roadmap to reshape their account.

1. Campaign Restructure

Our first port of call to optimise the account was to review the keywords being targeted for Search campaigns; when dealing with Avg. CPCs of Β£20+, it is vital to ensure that all paid traffic is clean, relevant and intent-driven.

 

2. Bidding Strategy Testing

In order to maximise ROI, we reviewed the bidding strategies being used. After a series of A/B testing, we successfully transitioned from manual to automated bidding, making the most of Google’s machine-learning.

 

3. Conversion Tracking

Only looking at how many leads you have driven is a restricted way to view performance. Using our custom-built automated conversion tracker, we tracked leads to accurately track whether they generated revenue or not.

4. Highly engaging ad copy

To increase click-through rate and conversion rate, we crafted two sets of highly-clickable and informative CTA-drive ads. After testing for a period of time, we reviewed the data and replaced and updated the ads accordingly to ensure our rotation was solid.

 

5. Dynamic landing pages

In collobration with MLA, we rolled our dynamic landing pages to ensure we truly maximised quality scores. This had an immense impact on conversion rate, pushing the campaigns even further.

 

6. Display & creative expansion

The Display network had only previously been used for Remarketing purposes, however, we also created highly segmented new audiences in order to generate relevant brand awareness and serve the top of the sales funnel.

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Paid Search

With advanced keyword targeting and audience segmentation utilising our funnel-based strategy, Paid Search is an effective network for targeting customers at different stages of the buying journey.

Display Advertising

Whether it be to generate brand awareness or find customers in new markets, Display Advertising with PPC is the perfect tool to reach new audiences with engaging visual ads.

Remarketing

Remarketing is a powerful tool to can re-engage with previous website visitors by displaying engaging ads at various stages of the buying journey, and encourage the conversion.

Results

By putting our strategy in place we delivered effective, commercial growth for Merchant Loan Advance. Utilising their budget optimally, we increased conversions and conversion rate whilst decreasing the overall CPA.

+144% increase in conversions

Without increasing the client’s budget, we managed to generate 144% more leads, working with the client to ensure lead quality was closely monitored.

-40% decrese in CPA (cost per acquisition)

With the work we put in to restructuring the account and our day-to-day optimisations, we massively improved the quality of traffic being driven to the site. As a result, we decreased the CPA by 40%.

+92% increase in conversion rate

Not only did we drive more traffic at a lower cost, we also ensured the traffic which was being driven was converting at a better rate. By targeting the right people with engaging ads and dynamic landing pages, we improved conversion rate by 92%.
Simon Moorcroft photo

Simon Moorcroft

Co-Founder & CTO of Merchant Loan Advance
Amazing ROI. This Digital handle our PPC campaigns and we see them as an extension of our company - a great company who will get you results.

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