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Google has published its first case study for the South African banking industry, based on a successful online marketing and search strategy developed by Flume Digital Marketing for its client Nedbank Insurance.
Tawanda Chatikobo, Nedbank Insurance’s digital and display manager, says Nedbank wanted to use a search strategy which would enable it generate its own leads. These have traditionally been sourced by a third party. In a bid to make Nedbank more recognisable as an insurance provider instead of solely a banking brand, Flume launched search campaigns on Google AdWords as well as display campaigns on the Google display network.
The results were excellent. “Not only did we manage to launch a national campaign, but our focus on return on investment was rewarded with a 10% month on month increase in traffic to our website, and reduced the cost per lead (the ad spend divided by leads generated) by 54%,” reports Chatikobo.
“Generating leads is one thing; generating profitable ones is quite another,” says Flume MD Jacques Du Bruin. Within its first year, the campaign resulted in a lower cost per lead, he says. Since then it has been halved and halved again.
With 18 months’ worth of data to show how effective the campaign had been, Flume met the Google team, who discovered that the campaign had outperformed its other banking and insurance clients. The results were sent to the Google case study team and were found to be eligible for publication on its case study portal. “It’s a huge accolade and one that allows us to say that we really are at the forefront of turning ad spend into return on investment,” says Du Bruyn.
It shows South Africa can perform well when implementing digital campaigns, he says. “While South Africa may be behind in certain areas of digital, our thinking and technical understanding of search engine advertising is indeed competitive.”
Working on the campaign has been exciting, says Chatikobo. “Google is a world leader in its field and it’s such an honour to have been a part of this – particularly considering the small size of our team.”
The big take-out: Google has published its first case study for the South African banking industry based on a digital campaign developed for Nedbank Insurance by Flume Digital Marketing.
Support our award-winning journalism. The Premium package (digital only) is R30 for the first month and thereafter you pay R129 p/m now ad-free for all subscribers.
First Google case study for banking in SA
Google has published its first case study for the South African banking industry, based on a successful online marketing and search strategy developed by Flume Digital Marketing for its client Nedbank Insurance.
Tawanda Chatikobo, Nedbank Insurance’s digital and display manager, says Nedbank wanted to use a search strategy which would enable it generate its own leads. These have traditionally been sourced by a third party. In a bid to make Nedbank more recognisable as an insurance provider instead of solely a banking brand, Flume launched search campaigns on Google AdWords as well as display campaigns on the Google display network.
The results were excellent. “Not only did we manage to launch a national campaign, but our focus on return on investment was rewarded with a 10% month on month increase in traffic to our website, and reduced the cost per lead (the ad spend divided by leads generated) by 54%,” reports Chatikobo.
“Generating leads is one thing; generating profitable ones is quite another,” says Flume MD Jacques Du Bruin. Within its first year, the campaign resulted in a lower cost per lead, he says. Since then it has been halved and halved again.
With 18 months’ worth of data to show how effective the campaign had been, Flume met the Google team, who discovered that the campaign had outperformed its other banking and insurance clients. The results were sent to the Google case study team and were found to be eligible for publication on its case study portal. “It’s a huge accolade and one that allows us to say that we really are at the forefront of turning ad spend into return on investment,” says Du Bruyn.
It shows South Africa can perform well when implementing digital campaigns, he says. “While South Africa may be behind in certain areas of digital, our thinking and technical understanding of search engine advertising is indeed competitive.”
Working on the campaign has been exciting, says Chatikobo. “Google is a world leader in its field and it’s such an honour to have been a part of this – particularly considering the small size of our team.”
The big take-out: Google has published its first case study for the South African banking industry based on a digital campaign developed for Nedbank Insurance by Flume Digital Marketing.
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Published by Arena Holdings and distributed with the Financial Mail on the last Thursday of every month except December and January.