A case with elements of humor and financial details
Table of Contents
Act One: Problems on the horizon
In the financial world, where every day is a roller coaster with unexpected twists and turns and dizzying descents, companies specializing in car pawnshops and vehicle loans face challenges that make solving a quadratic equation without a calculator seem like child’s play. Advertising platforms have strict requirements (as if it were not advertising but Harvard entrance exams!), competition is off the charts (like a Black Friday sale), and attracting quality leads is turning into a real quest. But we know that nothing is impossible, especially when financial success is at stake!
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In 2020, we were approached by a client – a financial organization that, as they say, had “eaten the dog” in car pawnshop services, loans, loans for truck owners, and loan refinancing. They were determined to challenge the market and do everything possible to ensure that their business not only survived, but thrived like a palm tree on a tropical island.
Customer headaches: the four horsemen of the apocalypse
The client did not come to us empty-handed, but with a whole list of problems, each of which could spoil anyone’s mood:
Низька конверсія сайту: трафіку – хоч греблю гати, а заявок – як кіт наплакав. Схоже, попередній підрядник вважав, що юзабіліті сайту – це щось з області фантастики, і потенційні клієнти блукали сторінками, як туристи в незнайомому місті без карти.
High cost per lead: the advertising budget melted like ice cream in the sun because no one bothered to thoroughly analyze search queries, segment the audience, and set up negative keywords. Money seemed to be spent at the same rate as at a student party after a scholarship.
Problems with moderation in Google Ads: financial topics are like a red rag to a bull, i.e., to advertising systems. Ads were constantly being rejected, and it took not just creativity, but real diplomatic talent to get around all the pitfalls.
Lack of detailed analytics: advertising campaigns were launched at random, without any understanding of what users were doing on the site, what they were interested in, and what stopped them from completing the coveted application. It’s like playing darts blindfolded – the chances of hitting the target are slim.
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Our task: mission accomplished! Our main task was like a complex game of chess: we had to completely rethink the approach to the advertising campaign, optimize the website, and make sure that investments in advertising brought profit rather than headaches.
We were as ready for this challenge as climbers are for conquering Mount Everest!
Act Two: Operation Improve
Comprehensive website audit: dismantling the “rubble”
Before rushing into the fray, we conducted a thorough audit of the client’s website to identify all the pain points that prevented them from collecting a crop of applications.
As you know, in order to build a skyscraper, you must first lay a solid foundation.
What did we find? Archaeological excavations
Long page load times (LCP – 3.8 seconds): Google recommends 2.5 seconds, but here… It’s like waiting for a bus that’s not on the schedule – patience can be exhausted. And everyone knows that Internet users are impatient people.
Unobvious CTA buttons: The “Submit a request” buttons were hidden in such a way that it was harder to find them than a needle in a haystack. Users probably felt like Indiana Jones in search of the lost ark.
Weak content structure: the descriptions of services were so vague that they didn’t give any specifics or details. As you know, you can’t get far without trust, especially in the financial sector.
Inconvenient mobile version: more than 70% of traffic came from mobile devices, and the site looked like it was created for dinosaurs. In the 21st century, not having a mobile-friendly version of your website is like going outside in winter without a hat.
What did we do? Repair work
Weanalyzed our competitors: we studied their websites, studied their strategies – now we knew their strengths and weaknesses like the back of our hands!
It’s like reconnaissance before an important mission!
We connected end-to-end analytics and call tracking: we combined data from all sources, added call tracking, and now we can see the full picture of efficiency in the palm of our hand! It’s like putting all the puzzles together!
We set upand tracked goals in detail: as part of the case study, we shot from a Google Ads advertising bow, and we shot accurately! We took careful aim by setting up goals (clicks, conversions, calls) and tools. We closely monitored the flight of arrows through Google Analytics and Google Ads reports, adjusting the sights (optimizing campaigns) to hit the bull’s eye – achieving business goals and maximizing ROI!
Weanalyzed the results in more depth: we used a specialized CRM system for pawnshops.
When it comes to online reviews and reputation, our goal is for the client to be talked about as a star, trusted and considered an expert! We offered the client to become a paparazzi for himself: to track all reviews (both good and not so good) so that only positive ratings shine on Google. And if someone makes an “angry post,” we, as secret agents, pass the information to the support department – let them deal with it!
We loaded the bow to the maximum: filled in all the variants of headlines and ads, entered all the available information parameters (additional links, extensions, clarifications, structured descriptions, prices, contacts, promotions). This allowed potential customers to see as much information as possible, increased click-through rates, and expanded ad impressions.
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We organized a real detective investigation in the world of data! We studied everything: from how users “walk” the site, with what gadgets and at what time of day, to their feedback and secret desires (within the demographic, of course!). This allowed us not only to cure the site of its “sores” but also to draw a portrait of an ideal client – a financially savvy man aged 24-35, and direct all our advertising arrows at him! Thanks to this spy approach, we not only improved the website, but also made the advertising budget work like clockwork!
We optimized the site’s speed: we tinkered with the code, optimized resources, and voila! LCP dropped to 2.3 seconds. The site began to fly like a jet!
Work on optimising advertising campaigns
Instead of guessing on coffee grounds, we conducted a series of “scientific experiments”: on device types, display times, budget spending strategies, ad variations, and other parameters to know exactly how to make ads work to their fullest potential!
We redesignedthe CTA buttons: changed the design, added new application forms – now the process of filling out the form is as simple and clear as two plus two. The buttons are now visible like a lighthouse in the fog.
We introduced a loan calculator: we developed a convenient tool that allowed customers to instantly find out how much of a loan they could expect. It’s like a magic wand that makes wishes come true!
To prevent the client from getting drowned in the flow of applications, we offered him “digital secretaries ” – special services for communication. We, as experienced IT specialists, set up and tested everything so that the client could drink coffee in peace while chatbots in WhatsApp and Telegram (these “chatty programs” that simulate a conversation) harvested more than 400 applications during the period of work!
Act three: the semantic core. Words are weapons!
Semantic core: 5000+ key queries. We are looking for treasures!
We had a clear idea that the semantic core is the foundation of a successful advertising campaign. It’s like a treasure map that leads to cherished customers.
How did we work with keywords? Jewelry work
We collected more than 5000 keywords using Ahrefs and Google Keyword Planner, which are true treasure hunting tools. The final semantic core included 2500 of the most relevant queries.
It’s like selecting the best diamonds from a pile of rough stones.
What did it do? A golden rain!
We cut off irrelevant traffic: only those who were really interested in the services of a car pawnshop began to visit the site.
We minimized the number of untargeted queries: it’s like sifting through sand to find golden grains.
We reduced advertising costs by 28%: every penny began to work like a well-oiled machine.
We optimized the conversion funnel: the path to an application became as straight and short as a runway for an airplane.
Act four: Google Ads. New strategy – new victories!
Google Ads optimization: a new structure. Reboot!
Having figured out the website and semantics, we started working on Google Ads.
Advertising is the engine of commerce, but without the right setup, this engine can stall.
What has been changed? General cleaning
We completely rebuilt the advertising account, dividing campaigns by service and region. It’s like putting your closet in order: put everything on the shelves to make it convenient and clear.
We divided the campaigns into areas: car pawnshop, business loans, refinancing – each service got its own “separate apartment”.
We added separate groups of ads for each category of services: the ads became so precise that you could hit the target with your eyes closed.
We optimized ad titles and descriptions to meet the needs of users: ads began to speak the same language as old friends.
To get rid of the zombie clicks from cunning competitors using pest bots, we hired a “special forces” to identify all the “saboteurs” and we banned them using Google Analytics, lowering their bids and banning their impressions!
We’ve upgraded your Google My Businessprofile like a cool sports car to make it sparkle in search and on maps! Now, when customers search for something nearby, the client’s business pops up like a devil out of a snuffbox, revealing all its charms: contacts, opening hours, photos and reviews, luring calls, inquiries and visits like a magnet!
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The result: victory after victory!
For the period from January 2020 to December 2021:
The final chord: impressive results!
The results of the work: triumph!
After all our efforts, the results were such that we wanted to dance with joy:
+80% conversion rate (1798 more applications): applications poured in like a river after a downpour!
The number of contracts increased by 3 times (from 151 to 472): clients signed contracts as eagerly as if it were their favorite sport.
Reducing the cost of ice by 2 times: each ice cost less than public transportation.
We launched a CPL campaign and, while checking the data, found a discrepancy: the service showed 419 conversions, while Google Analytics showed only 239, as if someone was stealing customers! It turned out that the geographic managers on the partner’s website had forgotten about the regions, but we, like superheroes, saved the client’s budget by cutting their costs in half! CPL networks are like a game of Monopoly, where instead of hotels there are leads, and we are skilled players who know how not to go bankrupt!
The client was happy to see that contextual advertising was selling like hotcakes, so he decided to “clone” his success and create another regional project! We, as true marketing Jedi, were not at a loss: we created a website layout, arranged the blocks with services, wrote the terms of reference for programmers and designers, and even “rhymed” the texts for the site – in short, we were fully armed!
Why do customers choose us? The secret ingredient
Our clients choose us for the same reasons they choose their favorite restaurant:
In-depth analysis and transparent analytics: we understand your business better than a chef understands his kitchen.
Effective cost optimization: we know how to make every penny bring profit, just like a well-planted tree brings fruit.
Experience in the financial niche: we know this area like the back of our hand, like an experienced driver knows his car.
We are always awareof new advertising algorithms: we are always one step ahead, like a chess player who calculates moves in advance.
And to keep our clients on their toes (and to keep them on their toes!), we give them aweekly doseof fresh reports – a kind of “stand-up” with numbers and graphs!
Ready to grow your business? Contact us and we will develop a strategy specifically for you! Don’t waste time – act now!
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