Fidelity International – Google Search campaigns to promote products in CEE

Challenges:

Fidelity International is one the top investment solution providers in the world. Its presence in Europe and CEE region was quite substantial as of September 2024, yet the products were less known compared to many of its competitors. The company had a neglible presence in Google search results and there was an intensive advertising by competitors. This was also coupled with low ranking in organic search results, which greatly limited its visibility for potential investors on this platform.

Goals:

The company therefore aimed to raise awareness to Fidelity International as a trustworty and expert company in fund solutions and also to its focus products in Equity Income solutions. Secondly it wanted to increase the number of potential investors visiting the websites and indirectly increase the SEO ranking and drive more visitors from organic search as well.

Our solution:

As with all search campaigns, we conducted an extensive keyword research using multiple solutions outside Google, which was followed by proper segmentation for brand, product, competitors, their products and finally general keywords (e.g. fund solution, best etf funds etc.) in the 4 target countries: Hungary, Poland, Czech Republic, Austria. We also developed special segments such as people visiting competitors site, remarketing audiences to further enhance the performance of the ads.

After the initial preparations, we created the search campaigns, using advanced bidding for special segments and competitors, then we did continuous monitoring and incremental adjustments based on search terms, competitor analysis and bidding insights.

The campaigns ran for a period of 3 months from middle of September until December. No other campaigns were running during that period.

Results: 

  • 439% increase in paid traffic
  • 7% decrease in avg. cost-per-click during the campaign
  • 219% increase in avg. engagement time on website due to paid traffic
  • 18% increase in organic traffic attributed to paid search campaigns

 

Thanks to our successful approach, we continue to improve and expand our Google advertising with new markets such as Switzerland and also with other topics for example Absolute Return, ETFs and Asia.