The Challenge
CompareHero provides an online comparison tool for finding, comparing and applying for credit cards in Malaysia. CompareHero had been running website conversion campaigns for some time. It wanted to focus on generating more conversions at a lower cost, and on optimising the campaigns effectively to ensure the quality of those conversions.
CompareHero partners with banks and financial institutions, and lets people in Malaysia compare and apply for credit cards and personal loans online.
Our Approach
Campaign Planning
Each campaign started from a media plan, written from CompareHero’s lead targets and agreed with CompareHero before launch.
The campaigns for Citibank Malaysia ran on set dates, each for 3 to 9 days and tied to a promotion such as a flash deal.
Launch And Optimisation
Primal developed and executed Facebook advertising campaigns with the objective of website conversion, to generate high-quality conversions (credit card applications) at a lower cost for Citibank Malaysia.
Primal set up each campaign to the agreed plan and optimised it for the whole campaign period, aiming for more leads and a higher conversion rate. The agreed scope included a report after each campaign on the leads generated, the conversion rate trend and the key learnings.
Outcomes Achieved
- 401%Increase in Conversions, to 10,621
- 48%Decrease in Cost per Conversion
- 51%Increase in Conversion Rate, to 15.75%
Key Insights
- CompareHero wanted more conversions at a lower cost, with the quality of those conversions kept.
- The Facebook campaigns used the website conversion objective, aimed at credit card applications for Citibank Malaysia.
- Each campaign was planned against CompareHero’s lead targets before it launched.
- Conversions rose 401% to 10,621, while cost per conversion fell 48%.
