SEM case study - Financial service
Client Background
Client provide finance and investment consulting service to consumer.
Client was founded 2 years ago, with strong capital and industry background. It wants to extend brand online to offline, and gain potential users online to increase sales offline.
Client promote its brand, product and service following government’s policy, so they holding a pragmatic and level-headed strategy for marketing and branding.
Objectives
Primary objective: quickly gain potential users’ phone number with a fixed cost.
Secondary objective: promote its brand online and extend it to offline.
Additional request: sell product and service offline with calling.
Marketing Challenges
Strong competitors:
Many competitors promote similar service with huge budget in the same channels.
Keywords used in this campaign were bid with higher and higher price by more and more competitors joining the market.
Government supervise the market that client being in with a severe policy:
Government don’t allow the AD created too agitative
Many sensitive keywords couldn’t be approved as before
Marketing Results
Prior to Darwin, average cost per registration was more than RMB 30, then 48% lower in week 4.c
Client gave Darwin 9 times more budget to manage 350% more keywords and bring 1871% more leads with half cost per lead by week 4.
Now, client can get 4000+ leads per month and huge sales from the SEM campaign provided by Darwin as a main online marketing channel.
