Award-Winning FinTech Campaign Delivers 48% More Leads for Tipalti

Summary

Tipalti sits in a highly competitive financial technology space with a growing number of competitors. The brand had an ambitious first-half growth goal of generating 20% more marketing-qualified leads and increasing opportunities by 20%. Not only did we surpass Tipalti’s goals, but our work was recognised by industry professionals.

This campaign won “Best Use of Search (Finance) at the 2022 U.S. Search Awards and was selected to be a featured case study with Google.

Client

Tipalti

Industry

FinTech

Solutions

Strategy Paid Advertising Content

Our Approach

Updated Ad Copy

After analysing competitors and the current ad copy, it became clear that an updated ad copy would improve overall quality and performance. Upon doing so, we saw a large increase in ad rank from some of the highest intent campaigns. We reactivated campaigns that previously had low spend and ad rank by updating the overall copy and launching dedicated landing pages.

Enhanced Landing Pages

We redesigned all paid media landing pages. We updated the structure, theme, and copy. We also launched dynamic ad group-level headlines using Mutiny to ensure every landing page matched the users search intent. We also made sure the dynamic headlines matched our ad group theme search. For example; for “wire transfers” our landing page said “Wire Transfers Made Easy with Tipalti’s Financial Technology.”

We migrated all of Tipalti’s landing pages from Unbounce to WordPress which results in faster load times, better reporting, improved responsiveness, and improved quality score/ad rank.

Identified New Markets and New Channels

Launched Google Display prospecting using a list of high-intent site placements where financial decision-makers typically search. The audience is defined by using search intent and affinity audiences (users who have previously searched high-intent keywords on Google).
Launched YouTube prospecting by using search intent audiences (users that have previously searched high-intent keywords on Google).

To stay competitive we needed to introduce new search markets and channels (Google Display Network & YouTube for prospecting) by expanding our keyword reach. We identified, researched, and expanded Tipalti’s reach to newer untested markets which produced a CPA that was 100% lower than the overall CPA in the past.