First Bank of Wyoming
OVERVIEW
First Bank of Wyoming, a regional bank committed to supporting local businesses, sought to increase business deposits. Despite strong customer relationships, they faced challenges in reaching new, larger business customers and engaging existing ones effectively. The bank needed a targeted marketing approach to enhance visibility and attract more business deposits.
3,189
Total Clicks from targeted business audiences across Meta and Google
6%
Increase in Business Deposits during the 6-week campaign
1.26%
overall CTR across both platforms, outperforming industry averages for financial services
THE CHALLENGE
First Bank of Wyoming was well-established with strong ties to its local community, but faced difficulty expanding its reach to larger business customers. While customer satisfaction remained high, awareness among new prospects and engagement with existing business clients were limited. The bank needed a smarter, more targeted marketing strategy to increase business deposits and strengthen its competitive edge. Reaching the right audiences with the right message was the key hurdle to overcome.
THE STRATEGY & PLAN
Our team collaborated with First Bank of Wyoming to design a comprehensive digital marketing campaign that leveraged A/B testing for optimal results. The campaign included:
- Platform Selection: Programmatic display ads were launched on both Google and Meta to maximize reach and engagement across diverse business audiences.
- A/B Testing: Two distinct ad creatives were developed:
- Creative A: Highlighted the ease of opening business accounts with First Bank of Wyoming, emphasizing seamless onboarding and personalized service.
- Creative B: Focused on exclusive benefits for business account holders, such as competitive interest rates and tailored banking solutions.
- Campaign Duration: Each ad ran for six weeks to allow sufficient data collection and audience interaction.
- Targeting and Budget: Ads targeted business owners within First Bank of Wyoming’s service area, using occupational targeting and behavioral insights. Budgets were split evenly between ad sets and platforms to ensure a fair performance comparison.
THE REsULTS
The campaign delivered impressive results:
Combined Totals (Google + Meta):
- Total Impressions: 253,234
- Total Clicks: 3,189
- Overall CTR: 1.26%
- A 6% increase in business deposits within the six-week campaign period.
- Ad B (benefits-focused messaging) outperformed Ad A on Google with a higher CTR (6.34%), indicating strong interest in value-added offerings.
- Meta results showed similar performance between the two creatives, but Ad B reached a broader audience and gained more total clicks
- Improved brand visibility among local businesses, as evidenced by higher engagement metrics on both platforms.
Key Takeaways:
- A/B Testing is Key: Testing different creative approaches allowed First Bank of Wyoming to understand what messaging resonated most with their audience, driving better performance.
- Cross-Platform Strategy Works: The combination of Google and Meta effectively reached the intended audience, leveraging both search intent and social engagement.
- Data-Driven Decisions Pay Off: Analyzing the campaign’s performance in real time enabled adjustments that optimized results.
Conclusion
By partnering with us, First Bank of Wyoming achieved measurable growth in business deposits and gained data-backed insights into customer preferences. This campaign highlighted the impact of targeted digital marketing, especially when messaging is tailored and platforms are chosen strategically
