Case Study: RBC achieves lower CPA and higher CTR with Skai

Royal Bank Of Canada Makes Every Marketing Dollar Count

Royal Bank of Canada (RBC), Canada’s largest bank, wanted to make every marketing dollar count in a highly competitive financial services market. Working with Skai, RBC set out to improve the ROI of its existing paid search programs, lower overall CPA, and increase search activity across lines of business without sacrificing quality or requiring additional resources.

Skai helped RBC automate and optimize its search marketing through campaign mirroring, Portfolio Optimizer (KPO), Halogen spend pacing, keyword and cannibalization reporting, and profile-level management of AdWords sitelinks. The result was a 31% reduction in CPA, a 25% reduction in CPC, and a 144% increase in CTR, with clicks up 34% and Bing performance also improving significantly, including higher clicks and CTR year over year.

RBC