payday2Go
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PayDay2Go

Payday2Go specialise in arranging short term loans, allowing people to borrow amounts ranging from £100 to £1,000, for up to 60 days. For people struggling to make their wages stretch to the end of the month, services like these can be a lifesaver!

Being an online business operating in an industry with high search volumes, PPC seemed like an attractive marketing option for Payday2Go. The issue was that as well as having a relatively low budget, they were lacking experience in paid search and were in one of the most competitive PPC markets there is – personal finance.

While their existing strategy was having some small success in bring traffic to their website, once visitors reached the site they were not converting in the way Payday2Go wanted them to. Running out of ideas, they contacted Digital Next to see what we could do to help turn things around.

Design Matters

Creative

Trust is important in any industry, but especially so in the personal finance industry. When it comes to money, people want to have complete confidence that they are dealing with a business they can trust. With so much competition online, if a website doesn’t grab a visitor’s attention and promote trust instantly they are likely to leave the site and go elsewhere.

Before any PPC work could begin it was decided that the home page needed a complete overhaul, as the poor usability was one of the main reasons why visitors weren’t converting. We decided to drastically reduce the amount of text on the page, instead replacing it with a custom quote slider, which allowed people to select the amount they wanted to borrow and the time they wanted to borrow it for.

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Getting Results

PPC

The personal finance market is incredibly competitive for PPC campaigns, and with Payday2Go’s low budgets and limited experience they weren’t seeing the results they were hoping for. Rather than just diving in head first, our team carefully analysed the existing, underperforming campaign, in order to get to the route of the problem.

The new homepage dramatically improved usability and engagement, giving the user more touch points with the site. For the new PPC campaigns, the focus was switched to longer tail keywords, increasing the number of keywords from hundreds to thousands.

With the new homepage and new campaign strategy in place, Payday2Go started to see amazing results instantly. Click throughs increased by 132%, while the once high cost per clicks fell by an average of 51%. Finally, conversions shot from being low to non-existent up to a whopping 65%!

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payday2Go
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