Goals BluPeak Credit Union should focus on
1.
Increase sign ups for deposit products
2.
Reduce wasted Google Ad Spend
3.
Improve Google Ad Spend efficiency
A quick rundown of Blu Peak's Competitors
- Competitors are bidding on BluPeak’s brand, which is stealing market share, and increasing bid prices for BluPeak’s ad spend.
- There are 326 keywords generating 2600 monthly clicks that only BluPeak is bidding on. This could be potential ad waste.
- Only one facebook ad is active, and the landing page is not optimized for conversion.
- BluPeak is not currently running Linkedin ads.
What a PPC strategy would look like for Blu Peak Credit Union
1. Improve branded ad campaigns
Branded ad campaigns almost always outperform competitors because of the high quality score that Google gives. This score is measured on a scale from 1-10 and available at the keyword level. A higher Quality Score means that your ad and landing page are more relevant and useful to someone searching for your keyword, compared to other advertisers.
High Ad quality scores help keep costs down, so implementing branded ad campaigns end up generating the best ROI for advertisers, and also keep competitors from stealing your lunch.
PRO TIP: Ensure your branded Google ads have 90% impression share
2. Use SEO data for better keyword targeting
SEO takes a longer time to build traffic. You can “skip the line” by including your target keywords your SEO team is struggling to rank for.
You can also bid on the keywords you rank well for. The SEO landing page is clearly high quality if it ranks well. If you duplicate the page, tweak it a bit to be more conversion focused, and make sure search engines cannot crawl it, you’ll have a high quality landing page you can run ads to. And because the organic landing page already takes up some real estate on the search results page, you’ll be able to push competitors further down.
3. Run more Meta ads
We found two issues with Blu Peak Credit Union’s meta ads. First, not enough variations. They’ll want to run more meta ad variations for better performance. Without consistent testing, you won’t know what ad copy works better, which means your ad efficiency will suffer.
Blu Peak will also want to run lookalike audience ad targeting to more efficiently drive deposit signups. A lookalike audience is a way your ads can reach new people who are likely to be interested in your business because they share similar characteristics to your existing customers.
Last, Blu Peak Credit Union can improve their ad efficiency by running remarketing campaigns. This decreases overall cost per acquisition.
