Vantage is a top brokerage firm headquartered in Sydney, Australia, dedicated to providing clients with an efficient trading platform on a global scale, with CFD products encompassing foreign exchange, commodities, indices, equities, precious metals and more. Spanning more than a decade in the market, Vantage has built a quality team of over 1,000 employees worldwide, with over 30 offices in Asia Pacific, Oceania and the UK.
737
Conversion Rate
171%
Conversions
168%
Cost per Converion
43%
Average CPC
Vantage started its business in Sydney, focusing on opening up the local market, but with more and more Chinese coming to Australia, Vantage found that specializing in English speaking locals was no longer enough and would make them miss out on many quality and long-term customers. In addition, since their competitors had all laid out Chinese ads to capture the Chinese market, they were late to the game in Chinese advertising and were being suppressed, so they desperately needed a professional local Chinese advertising team to take care of their Chinese ads, help them attract Chinese traffic, open up their visibility among the Chinese, and achieve a steady, accurate and fierce market capture.
After a lot of communication with the client and analysis of the client’s pain points and dilemmas, we adopted the following strategies for the client to help them open up the Chinese market in Australia:
In order to make Vantage’s ads reach the most valuable customer groups in the shortest time, we spent a lot of energy on in-depth industry and market research on the Australian brokerage industry before placing Google ads, plus communicated with Vantage’s account manager many times to accurately outline the user profiles that could bring the greatest conversion, including income, age, family situation, hobbies and interests, etc., so as to effectively narrow the scope and audience of the ads. This effectively shrunk the scope of advertising and the audience to which it was delivered, increasing conversion rates while significantly reducing advertising costs.
After getting idea of Vantage’s customer sources and the general customer conversion process, we found that for brokerage firms and financial service companies, the biggest goal of their advertising is to expand advertising awareness, that is, to make the ads appear as many times as possible in front of the customers’ eyes and leave an imprint in their subconscious. This way, even if they don’t need to invest at the moment, they will think of Vantage directly when they want to invest in the future. Therefore, we chose a display ad for Vantage to maximize exposure.
Since we took over, Vantage ads have seen a significant increase in conversions. In just 3 months since we took over, the number of customers who entered the Vantage website through ads, completed their accounts opening and started trading has increased by 171%, and with our strategy of setting up ad audiences, ad conversion rates have skyrocketed by 737%. While conversions were up, we were able to control the cost of advertising through proper and accurate ad set-up, resulting in a significant 168% reduction in cost per conversion, making it possible to achieve twice as much with half the effort.
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