Personal Capital offers award-winning technology that allows users to view and track their net worth in one simple-to-use platform. It combines free financial tools with a team of registered investment advisors to offer wealth management services to qualified investors.
With the guidance of digital marketing agency, Metric Theory, paid search marketing has helped Personal Capital grow. Over 850,000 people use Personal Capital to track over $175 billion. While this growth was much desired by Personal Capital, the team wanted to focus their paid search efforts on driving more qualified registered users and needed a partner and strategy to reach this goal.
Personal Capital aimed to grow its advisory business, which specifically requires registrations that meet certain threshold asset levels. The team needed a partner to help them tackle the following challenges of their paid search program:
Personal Capital partnered with Metric Theory and Kenshoo to more accurately track qualified registrations driven by paid search, identify the most valuable registrations based on the return gained from the cost of the user, and optimize bids and budgets accordingly. Metric Theory leveraged Kenshoo solutions to improve Personal Capital’s paid search advertising efforts in the following ways:
With the help of Kenshoo, Metric Theory scaled Personal Capital’s paid search marketing 5X within a year while improving efficiency. When comparing year-over-year performance, Personal Capital was able to increase qualified registrations, non-brand registrations, and qualified registration rate, while decreasing non-brand cost-per qualified registration. The following successes were achieved: