CASE STUDY

Banistmo optimises web traffic and reduces costs in express account opening campaign

 

 

Client: Banistmo  |   OVERVIEW    |    CHALLENGE    |    SOLUTION    |  RESULTS 

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Overview

Boosting the opening of digital accounts in Panama

Banistmo, backed by the Bancolombia Group, is one of Panama's leading banking institutions, committed to the country's economic and social development. In line with its mission to offer accessible financial products, Banistmo launched a digital campaign to promote the opening of express accounts, a key product of the digital sales department. The campaign was managed on the Adsmurai Marketing Platform, with the objective of generating quality traffic to the account opening landing page.

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Maximising results with a stable budget

Banistmo's main challenge was to optimise its campaign performance with a stable monthly budget. During the last quarter of 2023 and the first quarter of 2024, the campaign was facing high costs per click (CPC) and per visit (CP Visit), which affected the volume of traffic generated. The challenge was to reduce these costs and increase the efficiency of the campaign, improving the conversion rate without compromising the quality of the traffic. To achieve this, Banistmo together with Adsmurai worked on a traffic campaign optimised to website visits and a creative and structured content strategy.

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Solution

Revamped content strategy and optimisation with Adsmurai Marketing Platform

To overcome the challenges, Banistmo implemented a series of optimisations that included:

  • Constant content refresh: Improved ad layouts to avoid clutter, highlighting key benefits of the express account and improving calls to action (CTAs) to increase relevance and effectiveness.

  • Creative and structure optimisation: Ads were adjusted to ensure a focus on conversion, using dynamic and customised formats to engage target audiences more effectively.

  • Strategic use of Adsmurai Marketing Platform: The platform enabled accurate real-time performance management, automatically adjusting campaigns to maximise efficiency and improve channel attribution, optimising results with intelligent use of budget.

"Thanks to the optimisations implemented together with Banistmo, we were able to overcome major challenges. The constant renewal of content, with improved layouts and more effective calls to action, made a big difference in highlighting the benefits of the express account. In addition, creative optimisation allowed us to focus the ads on conversion, using dynamic formats that better captured the attention of our audience. With the Adsmurai Marketing Platform, we manage performance in real time and optimise our campaigns efficiently, maximising results and getting the most out of our budget."

— Karen Bridged Suárez, Account Manager, Adsmurai



Results

Reduced costs and improved conversion

Following the implementation of optimisations in all 25 pieces of Banistmo's product catalogue, the banking institution experienced significant improvements in campaign efficiency during the second quarter of 2024:

  • Decreased costs: Cost per click (CPC) decreased by 60% and cost per visit (CPVisit) decreased by 56%, maximising traffic without increasing budget.

  • Increased conversion rate: Conversion rate increased by 5%, reflecting a higher volume of express account opens from more qualified traffic.

  • Improved CTR: CTR grew by 83%, indicating increased ad relevance and user interaction.

  • Continuous optimisation: Accurate data measurement and ad optimisation contributed to greater efficiency in the marketing strategy, maximising the return on ad spend.

Through constant content optimisation and precise management provided by Adsmurai Marketing Platform, Banistmo was able to significantly reduce the costs of its express account opening campaign, improve conversion rate and increase user interaction. These results reflect a well-executed digital strategy that enabled the bank to achieve its business objectives efficiently.

Generating automated campaigns on the Feeds platform together with the Adsmurai and Adbid team was a challenge. With this implementation we were able to optimise design times and obtain better digital performance results. This tool allowed us to generate dynamic creatives and be able to make modifications in an optimal time, reducing creative fatigue and extending the effectiveness of the ad. We were able to generate lower CPC costs and increase our CTR, which led us to choose META as the main traffic campaign for our Digital Savings Account - Express Account.
Melanie Morán
Performance Digital Sales, Banistmo

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