return on ad investment compared to the average return of recent campaigns
reach among the campaign’s target audience
increase in qualified leads compared to campaigns redirecting people to the website
All around Brazil
Our main challenge is to provide a pre-evaluated audience with business services in a digital environment, without wasting media and while also expanding our reach. These fundamental factors are essential in avoiding a strained relationship with the customer, and in improving our final acquisition cost.
-Gabriele Canettieri, Banco Santander Superintendent of Advertising and Digital Marketing
Focus on the right audience
Using this new audience segmenting feature, Santander could find its customers on Facebook and only target ads to those who were potentially interested in pre-approved credit. Managed Custom Audiences allow brands to reach the exact people who will benefit from their products and services, while streamlining campaigns so as not to wasting ad spend.The bank was able to avoid showing its ads to people who were unable to apply for credit, thereby increasing customer satisfaction.
The bank used the lead ad format to allow people who were interested in credit to quickly and easily fill out a contact form, improving the campaign’s results even more. The campaign’s ad creative used business-themed images like a person writing on a piece of paper or using a calculator, with the simple design reinforced by the company’s official red and white colors.
More leads at a lower cost
By using managed Custom Audiences with Experian and lead ads to reach the right people, Santander was able to achieve the following during its January 2016 campaign:
7X higher return on ad spend compared to the average return for recent campaigns
81% reach among the campaign’s target audience
52% increase in qualified leads compared to campaigns redirecting people to the website