Client Success

CPA Optimization for a Large US Bank

Banking & Financial Services

A major U.S. bank sought to lower its cost per acquisition (CPA) while increasing conversion rates and improving ad viewability. With ambitious goals to boost campaign effectiveness and deliver a stronger return on investment, the bank needed a strategic approach to transform its digital ad performance.

Challenges

The cost per acquisition (CPA) had escalated to a concerning $1200, severely compromising overall profitability and prompting urgent action to reduce expenses.

A low click-to-convert ratio revealed a critical issue: users engaged with the ads, yet this interest did not convert into actual leads, diminishing the campaign's overall effectiveness.

Ad viewability rates were critically low, indicating that the intended audience was neither consistently seeing nor interacting with the ads, thereby eroding potential brand exposure and engagement.

With only 30% of conversions originating from view-through interactions, the bank faced significant missed opportunities to effectively captivate and convert potential clients, ultimately hindering growth and revenue potential.

Solutions

We tapped into Data Management Platforms (DMPs) to segment audiences based on personal finance interests, allowing the bank to engage users most likely to convert with more personalized ads.

Targeted users within a 45-day window who completed verification and payment steps, using higher bids to increase conversion likelihood.

We focused our efforts on visitors from the past 10 days, implementing medium bid adjustments to re-engage them. This tactic was aimed at nurturing their interest and encouraging them to return for another visit, maximizing our chances of conversion.

Those who had successfully reached verification and payment within 45-day window were prioritized with the highest bids. Our goal was to convert these high-value users, capitalizing on their demonstrated commitment.

For users who had shared their contact information in the last 20 days, we applied similar bid adjustments. This approach not only kept the conversation going but also prompted these users to deepen their engagement with the bank's offerings.

To extend reach beyond the immediate audience, we deployed lookalike targeting based on high-value profiles, helping the bank to attract similar users who weren’t yet in their pixelated audience but showed strong potential.

Understanding the importance of timely engagement, we targeted users who completed Know Your Customer (KYC) steps in the last 30 days. By applying higher bid adjustments for this segment, we aimed to harness their momentum and convert their interest into action.

Outcome

CPA Reduced by 57%

By reducing the cost per acquisition from $1,200 to $511, we achieved a streamlined cost structure, sharply boosting overall profitability.

Ad Viewability Reached 68%

Viewability rates rose to 68%, ensuring ads consistently reached the right audience, generating stronger engagement and conversions.

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MediaMint Operations

MediaMint Labs

CPA Optimization for a Large US Bank

Challenges

Solutions

Outcome

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