Академический Документы
Профессиональный Документы
Культура Документы
Keyword “Buckets”
- Internet Banking
- Open / Apply
- Overdraft Measured
UK Banks ATL - Current Accounts increase in
Advertising - Interest Rate search volume
- Information
- Generic / General
- Debit /Credit Cards
- Brands
5 Above the line advertising increases search
volume by c. 10% and searches for ‘Internet
10/05/2010
Banking’ by 30%
The remaining 56% of new accounts are driven by influencing factors not quantified within the
model. These include but are not limited to: Seasonality, Price (rate), Word of Mouth, Underlying
consumer demand.
The First Direct business is heavily driven by
Search and Search marketing.
2%
6%
13%
21% of First Direct’s
business is driven by
search
23%
Base AtL advertising Paid search AtL & Organic AtL & Paid
search Search
9 Search is the media channel with the
lowest cost per acquisition
10/05/2010
2.63
Applications
driven through
both AtL and
1.73 search are the
most cost
efficient*
0.95
0.32
0.23
0.14 0.11
8%
Of search related conversions occur Offline via phone
92%
Of search related conversions occur Online
11
Summary
10/05/2010