Leveraging Paid Social and PPC Campaign to Drive Growth for a National Mortgage Company
This business study outlines the strategy and results of a paid social and PPC campaign implemented by Andrew Jacobs to help a national mortgage company increase its online presence and generate more leads. By leveraging targeted audience segmentation and continuous optimization of the campaign, Andrew was able to successfully drive a significant increase in website traffic and lead generation.
Introduction
The mortgage industry is highly competitive, and online visibility is critical for companies to attract new customers and grow their business. The national mortgage company, in this study, recruited Andrew for help in creating a paid social and PPC campaign that would increase their online visibility, generate more leads, and ultimately drive business growth.
Challenges
The mortgage industry is highly regulated, which means that advertising and marketing campaigns need to comply with strict guidelines. Additionally, the national mortgage company had limited experience in digital marketing, and their previous efforts had not yielded significant results. Andrew needed to create a campaign that would not only comply with regulatory requirements but also stand out in a crowded digital landscape.
Strategy
Andrew's strategy focused on creating a highly targeted campaign that would reach potential customers based on their location, interests, and other demographic information. The campaign included a mix of paid social media advertising on platforms such as Facebook and LinkedIn, as well as pay-per-click (PPC) ads on Google.
To ensure compliance with regulatory requirements, Andrew worked closely with the company's legal team to develop ad copy that met all necessary guidelines. The ad copy was designed to be informative and persuasive, highlighting the company's unique value proposition and expertise in the mortgage industry.
To further increase the campaign's effectiveness, Andrew implemented continuous optimization and testing of ad copy, targeting, and landing pages. This allowed him to quickly identify and address any issues and continuously improve the campaign's performance.
Results
The paid social and PPC campaign led to significant improvements in the company's online visibility and lead generation. Key results included:
Increased website traffic: The campaign drove a 150% increase in website traffic over a six-month period.
Improved lead generation: The campaign generated a 75% increase in leads, with a 50% increase in leads from paid social media advertising and a 100% increase in leads from PPC ads.
Cost-effectiveness: The campaign's cost per click (CPC) was reduced by 30%, leading to a 40% reduction in overall advertising costs.
Conclusion
By creating a highly targeted paid social and PPC campaign and continuously optimizing it, Andrew was able to help the national mortgage company increase its online visibility, generate more leads, and drive business growth. The success of the campaign demonstrates the importance of a data-driven and continuous optimization approach to digital marketing, especially in a highly regulated industry such as mortgage lending.