Simpli.fi’s Native Solution Outperforms the Competition for Financial Services Firm
Overview
Driving Personal Loan Applications
A national financial services and online banking lender was looking to increase personal loan applications. The lender worked with one of the world’s largest media agencies to seek a programmatic partner to target their first-party customer list alongside contextual targeting, and third-party audience targeting to reach individuals interested in a personal loan. They decided to evaluate two different DSPs with a two-month head-to-head test campaign to determine which provider could drive cost-efficient successful results.
Together, the client and the media agency provided specific guidelines, including budget allocations, targeting tactics, and campaign parameters to ensure that each test campaign ran under similar conditions.
Reaching A Relevant Audience
First, Simpli.fi uploaded the advertiser’s CRM list to serve custom native display creative. This accounted for 40% of the total advertising budget with the goal of increasing personal loan applications amongst their current customer base. The team allocated an additional 40% of the budget to contextual targeting in order to reach users who were reading content related to home & garden, affluent, and general contexts. Lastly, the remaining budget went to third-party audience segments through Experian to reach users based on their credit score.
To track loan applications attributed to the campaign, the client placed a pixel on the ‘Thank You’ page after application submission. This enabled Simpli.fi to track actual submitted personal loan applications versus users who only viewed or started the application process.After campaign launch, Simpli.fi’s proprietary advanced automatic bid factoring technology evaluated each ad opportunity to predict where, when, and how much to bid on a given impression based on the advertiser’s specific goals. This helped maximize performance without relying on traditional cookie-based advertising approaches. Simpli.fi monitored the bidding throughout the campaign and optimized within each budget allocation.
Simpli.fi Outperforms Competitors
By the end of the two-month test, the Simpli.fi campaign saw a $131,591.66 Total Efficiency Savings, leading to a $3.00 CPM per transaction. This meant that the advertisers saw 19.9+ million more impressions, a 45.3% increase, compared to the competitor’s campaigns. The campaign drove an additional 15,352 clicks to the client’s personal loan application webpage. Simpli.fi’s efficiency savings allowed the advertisers to get the most out of their budget with more impressions, more clicks, and more opportunities to provide personal loans.
By leveraging Simpli.fi’s targeting capabilities and proprietary bidding technology, the advertiser was able to drive 718 loan applications resulting in a $218 Cost Per Action (CPA), the lowest amongst each tested DSP.
Client Quote
“Simpli.fi has consistently shown success in a handful of ways regarding our campaigns: efficient media performance, real-time optimizations, and
open communication and service provided. Their dedication and diligence to optimal performance and alignment of KPIs consistently, shows that Simpli.fi is a partnership worth having.”