Published by Sarah Power
Published Date 13.10.2024 
Workshop Digital is proud to be again shortlisted for a US Search Award! Awards like this one highlight our analysts’ innovative work, setting new standards in lead generation and campaign optimization within the financial services sector.
We’ve been shortlisted for Best Use of Search – Travel/Leisure (PPC) in the past, but this is our first time being nominated for the Best Use of Search – Finance (PPC) category, and it’s not one we take lightly! The financial sector has strict data privacy regulations and when our client challenged us to achieve higher-quality Marketing Qualified Leads, our analysts were able to problem-solve and achieve impressive results creatively.
“This nomination reflects the countless hours of strategic thinking, creative problem-solving, and meticulous execution that our team put into this campaign, and they deserve all the credit. It shows that our willingness to push boundaries is making a real difference for our clients,” said Andrew Miller, co-founder and VP of Client Services.
The Strategies That Drove Success
The financial sector’s strict security requirements often make it challenging to use every day digital marketing strategies, but our team saw the challenge as an opportunity to think outside the box. To increase the volume of marketing qualified leads through paid media efforts and improve conversion rates, our analysts focused their approach on 4 key strategies:
- Creative Data Integration: Analysts developed a workaround for data integration by collaborating with our client’s in-house analytics team. This was needed due to restrictions on connecting their CRM system directly to Google Ads.
- Strategic Channel Focus: Efforts were concentrated on Paid Search and the Google Display Network.
- Advanced Optimization Techniques: True MQLs were incorporated into conversion actions and leveraged for Maximum Conversion Value bidding.
- Geographical Value Rules: Value rules based on geography helped to refine the campaign strategy and allowed Google to more effectively spend the budget allocation per day.
Within two months of implementation, there was a 28% increase in MQLs with a 43% reduction in cost-per-MQL. We were able to drive 3,722 MQLs at an average cost-per-MQL of $453. With these results, we updated our KPIs and as of June 23, 2024, we achieved a cost-per-MQL 15% below our redefined target.
As we celebrate this nomination, we’re already exploring new ways to achieve similar (and better!) results for all of our clients.
Thank you to everyone who has been a part of this journey, and here’s to pushing the boundaries of digital marketing excellence!
About Workshop Digital
Workshop Digital is a digital marketing agency based in Richmond, Virginia, specializing in search engine optimization (SEO), paid media, and marketing analytics. At Workshop Digital, we believe passionate people create powerful results—and we have some of the most passionate experts in the industry. We’re proud of the strong relationships we build with our clients, the impactful results we deliver, and the collaborative culture we’ve cultivated.
Learn more about us by visiting our website or following us on LinkedIn and Instagram.
