Download Microsoft Advertising Case Study Financial services campaign gains

Microsoft Advertising Case Study
Financial services campaign gains consumer
interest with Microsoft Advertising
Marketing Challenge
With a highly competitive, uncertain landscape
facing the financial industry, a leading financial
services provider wanted a way to reach its
25-54 year-old core consumer. They needed a solid
solution that would separate themselves from the
competition and ultimately increase engagement
with the brand and activity on its website.
Solution
The client partnered with Microsoft Advertising to
strategically place banners throughout the Network.
From there, users were directed to the advertiser’s
website where they could interact with custom
content related to the campaign.
Results
The campaign was highly successful at increasing interaction
and engagement with the brand:
• Those exposed to the ads were nearly 400% more likely than those not exposed to visit the advertiser’s website within one week after viewing the ads.
The campaign drove 112 additional
visitors to the client’s website for every
1,000 consumers it reached.
•
Nearly 16% of the exposed group visited the advertiser’s website during
the campaign.
•
Consumers who viewed the ads were more likely to search for the brand on the
top five search engines. The campaign increased the rate of brand queries
by over 300% within the first week of exposure and incremental lifts in
search queries were seen throughout the campaign.
•
Not only did consumers visit the advertiser’s site, but those exposed to the ads
were 214% more likely to interact with the client’s website content and
tools. And, this engagement steadily increased as the campaign progressed.
The campaign drove traffic to the advertiser’s site—for each additional
exposure, visitation to the site increased.
Advertiser Site Visitation Rate by Exposure Level to Ad
Conclusion
The campaign was a clear success. From increases in site visitation
and engagement to lifts in brand search queries—the research
shows Microsoft Advertising provides the visibility and consumer
influence that delivers for advertisers.
Research Methodology
Microsoft worked with Compete to conduct a
control/exposed ad impact study. The study
assessed consumers’ online behavior after ad
exposure compared to a control group of
consumers who visited the sites in the footprint
of the campaign but were not exposed to the
advertising. Exposed consumers were identified
by calls made by their Web browsers for URLs.
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