A leading payment solutions provider came to Vital in 2021 after years of working with multiple agencies, each administering different services for different internal teams. They wanted to consolidate their digital marketing efforts with a single full-service agency able to maximize their return on investment (ROI) by leveraging cross-platform data and intelligence.
Vital worked closely with their internal marketing teams to develop a strong foundation for digital marketing and a holistic strategy that drives consistent growth across key areas of their business. Our proven approach to pay-per-click (PPC) marketing played a key role in that strategy
The client wanted to focus their PPC investment on two main goals:
Generate more quality early-stage leads
& boost brand awareness
Because this client is well-known within the fintech market, they were already capturing a large share of late-stage, sales-ready leads. But, without an effective strategy to increase brand awareness and drive leads at the top and middle of the sales funnel, their potential for growth was stagnating. Along the way, we cut our client’s cost-per-lead (CPL) by more than 59%.
To run successful PPC campaigns in the payment processing technology space, we knew we would have to overcome three core challenges:
With the client’s goals and challenges in mind, we crafted a strategy that would keep us out of the shark-infested waters where PPC budgets get eaten alive — in other words, forget about targeting the CTO of Visa with a sales-ready, “buy now” campaign.
Instead, we collaborated with our client on a three-pronged approach designed to establish a robust sales pipeline that would support sustainable, long-term growth. Here’s how:
The PPC world is littered with so-called “vanity metrics” — data that might make you feel good about your spend, but that definitely doesn’t pay the bills. (Click rate, click-through rate, conversion rate, etc.)
We focus on two things: How much did we spend, and how much revenue opportunity was generated as a result of that spend?
The work, as they say, is never done. We enjoy collaborating with this fintech client to ensure that their digital marketing foundation is strong and up-to-date, strategize new opportunities to create content that their audience loves, and keep those leads coming in through organic and paid channels.v
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