ONLINE ACQUISITION – SEARCH

• An 88% reduction in CPC

Remit:
Macquarie Bank appointed Downstream Marketing across consumer banking products in May 2007. The primary challenge for Macquarie Bank in the consumer space is engaging retail consumers who are unaware of the banks retail product suite. Since being appointed, Downstream has built strategic Search programs across Mortgages and Credit Cards.

Approach:
The challenge for Macquarie Mortgages is to acquire customers directly without cannibalising the business they acquire through the advisor channels. Macquarie was already using an existing Search provider, but battling with ever-increasing CPC's and low conversion metrics. Our initial KPI was to simply improve marketing efficacy and increase return on online advertising spend (ROAS), by reducing CPC below a client-set $5 benchmark.

Results:
Since Downstream's engagement across the Macquarie Mortgages business Downstream has achieved:

• An 88% reduction in CPC
• An 806% improvement in marketing efficiency