Oregon Community Credit Union Case Study
Overview
Formic teamed up with partner advertising agency, HMH, a creative marketing communications agency to boost mortgage leads for Oregon Community Credit Union within the Eugene/Salem DMA.
Oregon Community Credit Union has grown to become the 3rd largest credit union in Oregon with more than 90,000 members and more than $800 million in assets. Oregon Community’s goal is to help their members make healthy long-term financial decisions. Oregon Community Credit Union was intent on increasing traffic to their website with the end goal of significantly boosting their mortgage sales through the use of traditional Pay-per-Click (PPC) advertising strategies. Formic was challenged with launching effective PPC campaigns on the top tier search engines Google and Yahoo to generate an increase in targeted traffic to the website. When initial campaign results on the Google and Yahoo search networks returned limited results, Formic transitioned advertising efforts to focus on a display advertising campaign which yielded exceptional results well beyond the national average.
Objective
Formic’s overall objective was to configure and optimize Oregon Community’s first paid advertising strategy to drive a high level of qualified traffic to the website and demonstrate measurable results.
Challenge
Fixed geo-targeting specifications and campaigns running solely on the search network limited the campaign’s initial search potential and website traffic. After the first month of initial results were received, it was clear that the PPC campaigns running exclusively on the Google and Yahoo search networks were not generating the level of results needed to achieve a successful campaign for Oregon Community Credit Union.
Strategy
Formic’s advertising strategy refocused resources and efforts to tap into the display advertising and content networks on both Google and Yahoo to effectively capture a wider audience and generate a higher volume of qualified traffic.
Results
With valuable keyword bid management and campaign supervision, Formic was able to generate a high campaign click-through rate (CTR), a low cost-per-click (CPC) of $0.96 for extremely competitive “financial” keywords and secure a display advertising CTR double the national average. By being able to quickly adapt to fit Oregon Community’s needs and utilize a strong, strategic marketing mix on Yahoo and Google’s Display, Content and Search networks, Formic was able to produce the following results for Oregon Community Credit Union:
- A display advertising CTR of .335%, double the national average for banner campaigns
- 58% increase in display advertising CTR from month 1 to month 2
- Incredibly low, overall CPC of $0.96 for competitive “financial” keywords
What Do We Do
Formic Media is a search engine marketing (SEM) agency that provides affordable, localized SEM services.
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