This financial advisor investment solution found that retargeting was the tactic that kick-started their conversions and helped them develop stronger brand awareness.

A business that offers financial advisor planning tools and software had a problem that’s not all that uncommon.  They had an excellent line of products, but nobody knew about them.

That combination of things makes it difficult to sell much.  Their results bore that out.

They came to us needing a solution.  Our team went to work and ran some targeted paid ads, worked on SEO, and tweaked their content.  They were profitable enough to sustain the business, but for the better part of 10 months, there wasn’t a lot of growth.  Frustration was setting in on all sides.

Then, we decided to make a couple of moves.  First, we changed their introductory offer to a 30-day free trial.  This gave a much stronger incentive for prospects to try the solution.

Then, we boosted our retargeting campaigns on not only search, but also Facebook and Instagram.   We ran several versions of a retargeting ad.

We found the winning combination.  Conversions spiked dramatically:

So what you notice is a spike – then drop – in retargeting in May of 2018.  This is because we lowered the budget and actually disabled the social media retargeting campaigns.

Why?  Because we also had the goal of lowering the cost per acquisition.  And it worked.  There was a drop in conversions briefly, but the retargeting campaign had another effect.  It raised brand awareness, resulting in an increase in direct traffic to the website and branded searches.

What you see is that the biggest traffic driver for this site overall is retargeting ads:

However, when we look at the channel that converts the most, over half of all conversions come through the brand channel:

This is an example of how retargeting is an excellent channel for brand advertising.  It’s not just the conversions that come directly through the channel, but the brand lift you get from having your ads show to prospects who otherwise might have forgotten about you.  As this data demonstrates (and we see this a lot), one of the positive results of retargeting is increased conversions with direct traffic and brand searches.

*Results are based on past client performance. Individual account performance may vary. Results are not guaranteed.