Case Study: Scotiabank boosts mobile conversions with Google Marketing Platform

Scotiabank boosts mobile conversions with Google Search Ads 360

Scotiabank, a Toronto-based financial services provider serving more than 24 million customers, wanted to strengthen its digital marketing presence and improve performance in a competitive online consideration phase. Working with Google Marketing Platform, the bank sought a smarter way to manage search bidding and connect online and offline media efforts, especially for its credit card application process.

Google Marketing Platform, through Search Ads 360, helped Scotiabank implement smart bidding using a weighted formula column that combined application-start and final-application signals. The approach improved the bank’s application-to-transaction rate by 15.4% in just ten weeks, increased mobile transactions by 25.8%, improved impression share lost due to rank by 78%, and boosted average position by 33.3%.

Scotiabank

Sam Vandermark

SEM Manager