BinckBank N.V.  is one of the most successful young players in the Dutch, Belgium  and  French financial landscape. Binckbank focuses on services for private and professional online investors.

Binckbank asked ContentForces how they could improve their number of relevant visitors via Google Adwords that can be converted into leads at  an attractive cost per lead. Leads are relevant if high percentages can be converted into customers by BinckBank sales team. BinckBank wanted to stay in full control of all campaigns, advertisements and keywords, keep all knowledge in-house and work in different countries according to one similar approach to share learnings.
 

Together with BinckBank sales & marketing team the sales Attention-Interest-Desire-Action items from successful sale cases and Adwords campaigns were analysed with the E-result approach on their performance. As a result, an extended list of actions to improve the Attention-Interest-Desire-Action items in Adwords was defined to reduce the cost per lead, increase the number of relevant leads and extend the reach to relevant visitors that are in the prospecting phase.
 

The defined actions have been implemented. ContentForces provides detailed tasks for BinckBank marketers that are related to their business and client knowledge. The set up and configuration from the campaigns is provided by ContentForces' on demand services team.

Each separate action like adding one specific campaign has been set up as a test by defining a hypothesis. The results from each action are measured over time and reported each month. The exact return on investment and number of additional leads are registered.

The learnings from each test are documented, discussed each month and shared with other countries' marketing teams. Best practices are implemented in other countries.

Each month new analysis have been performed, improvements have been set up, tested, documented and shared between the different countries.

BinckBank succeeded in following one consistent Adwords approach in more countries, attract substantially more relevant visitors at attractive cost per lead, increased significantly the number of leads. A very high percentage of the leads are converted into customers by BinckBank sales team. Binckbank stays in full control of  their Adwords campaigns without having marketers to operate several Adwords tools and test software.

Main successes

• Substantially more relevant visitors
• Significantly more leads at attractive cost per lead
• High percentage of relevant leads are converted into customers by BinckBank sales team
• One Adwords approach in more countries & share learnings
• Keep full control of planning and campaign content