AccessPay empowers finance and treasury professionals to achieve their goals. Working with a range of clients, from ITV to Zeiss, AccessPay relies on paid advertising to reach businesses.
The quality of traffic to AccessPay’s existing paid campaigns and the overall relevance of the search terms was not optimal. The Quality Scores across the account needed to be improved and instances of duplicate keywords needed to be addressed, so we addressed them!
Audience targeting and remarketing had not been utilised across the account and the Social and Display Networks had not been explored either. Lastly, remarketing was yet to be delved into, despite returning users having a higher conversion rate. We had a task on our hands, but we like a challenge.
02. What we did
As part of the account restructure, we refreshed existing paid search campaigns, being sure to revise keywords, ad creatives and use of ad extensions across the account. This was done in order to ensure the campaigns were adhering to best practice guidelines, in order to improve overall CTRs and engagement across the campaigns.
Utilising the Search, Display and Social Networks, we implemented a multi-channel paid strategy in order to target users at all stages of the decision-making process- from brand awareness to consideration, to conversion. It was important to ensure the top of the funnel was wide, yet attracting relevant traffic, whilst also ensuring that the conversion campaigns were robust enough to drive conversions.
We utilised audience targeting across channels, to deliver very personal and targeted messaging to users, based on their interests and needs.
We also built effective remarketing campaigns across paid channels, delivering tailored ad messaging to nurture users through the enquiry process.
As part of the upkeep of the account, we regularly discussed how the paid advertising campaigns could be used to complement and enhance the online customer journey.
03. What we achieved
04. Technology used