By establishing product-specific conversions, Garanti Bank reduces costs

Providing a wide range of financial services to more than 14 million customers, Garanti is an integrated financial services group operating in every segment of the banking sector including corporate, commercial, SME, payment systems, retail, private and investment banking along with subsidiaries in pension and life insurance, leasing, factoring, brokerage and asset management.

About Garanti Bank
One of Turkey’s largest private banks
Founded in 1946
Headquarters in Istanbul
www.garanti.com
Goals
Decrease cost per online loan approval
Improve loan application quality
Approach
Restructured AdWords accounts to optimise for one conversion goal for each consumer product
Results
Cost per loan application decreased by 40%
Cost per loan approval dropped by 55%
Loan approval rate increased by 10%

Garanti wanted to decrease the cost per online loan approval and improve the quality of loan applications. The team and their agency AdXclusive began by restructuring their AdWords account to reflect product-specific conversion goals. Previously, the Garanti account included a mix of consumer products. Now, they have a dedicated account promoting consumer loans. Rather than focusing on loan application as the key conversion, the team has shifted emphasis to optimise for loan approvals.

“In the old structure, it was more common to optimise campaigns according to loan applications rather than loan approvals, resulting in fewer loan approvals”, explains Bora Uludüz, Senior Vice President, Digital Banking. “In the new structure and optimisation model, we were surprised that the number of loan applications didn't decrease. After changing the conversion structure in our accounts, the conversion signal quality has improved.”

As a result of these measures, Garanti and AdXclusive has seen the cost per loan application decrease by 40% and the cost per loan approval drop by 55% in a period of one month. The loan approval rate has also increased by 10%. “Restructuring the accounts has been a significant factor in improving performance”, Bora affirms. “Going forward, for all new product campaigns we will create new accounts and include one conversion per account.”

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