ACCOUNT ACQUISITION CAMPAIGN
This display ad campaign was created to entice viewers to open a checking account with Independent Bank.
About the Project
Project Goal
The campaign needed to clearly communicate the promotional offer and acquire 500 new customers at a cost of less than $250 per acquisition.
Buyer's Journey
These leads were in the consideration or decision-making stage of their buyer’s journey with choosing a bank to open a new checking account.
Tone & Personality
The tone and personality needed to be professional, approachable and informative.
Geographic Target
Independent Bank is located in the state of Michigan and needed to target a 10+ mile radius from each bank location within the state.
Target Audience
Adults ages 18-55
Going through one of these life events:
- Moving to the area
- Getting Married / Just Got Married
- Graduating high school
- Starting college
Has the online behavior:
- Visiting sign-up pages on the website
- Visiting competitor websites
- Moving sites (u-haul, realtor.com)
![IndependentBank_Photo IndependentBank_Photo](https://www.invervemarketing.com/hs-fs/hubfs/Portfolio/IndependentBank_Photo.webp?width=2000&height=695&name=IndependentBank_Photo.webp)
Independent Bank Checking Account Acquisition campaign "High School & College Audience" Google Ad
Campaign Deliverables:
- Strategy with compelling call-to-actions
- Google search and display ads for 4 different audiences
- Facebook ads for 4 different audiences
- Landing pages
![INBANK_LandingPage_Email INBANK_LandingPage_Email](https://www.invervemarketing.com/hubfs/Portfolio/INBANK_LandingPage_Email.webp)
![LandingPage-3 LandingPage-3](https://www.invervemarketing.com/hubfs/Portfolio/LandingPage-3.webp)
Independent Bank "High School & College Audience" Landing pages
Campaign Results
The results achieved were 567 new checking accounts at a cost per acquisition of $154.18.
Overall, the campaign was a success, with "Adventurers" and "Broad Audience" performing the best at an average click thru rate of 0.62% (compared to the industry average of 0.52%).
![IndependentBank_DigitalAd1 IndependentBank_DigitalAd1](https://www.invervemarketing.com/hubfs/Portfolio/IndependentBank_DigitalAd1.webp)
Independent Bank "Adventurers" Google Ad
![IndependentBank_DigitalAd8 IndependentBank_DigitalAd8](https://www.invervemarketing.com/hubfs/Portfolio/IndependentBank_DigitalAd8.webp)
Independent Bank "Just Married" Google Ad
![IndependentBank_MockupDigitalAd4 IndependentBank_MockupDigitalAd4](https://www.invervemarketing.com/hubfs/Portfolio/IndependentBank_MockupDigitalAd4.webp)
Independent Bank "Broad Audience" Google Ad