PPC - Alliance & Leicester and Latitude forge successful relationship

Posted in Case Studies

Background

Choosing the right Search Engine Marketing company was critical for Alliance & Leicester. Choosing Latitude proved to be the best possible decision.

The brief

Latitude was engaged when Alliance & Leicester Commercial Bank started actively using the internet as an acquisition channel. It was important that the agency tasked with the development and implementation of the PPC activity was able to provide an end to end, managed solution and showed an understanding of our market. Latitude provided this from the outset. Research showed that our core target market – start-up businesses and small business turning over less than £1m per annum – were increasingly using search engines to investigate and instigate their business relationships. As such, it was a natural progression to move into this arena. Along with search engine optimisation [natural search], PPC presented itself as the most cost-effective and manageable activity to drive online acquisition via the search engines. Latitude had an established relationship with our retail operation and demonstrated how those skills could be transferred into the B2B financial market. Their approach suited our requirements for a fully managed service, so the decision to go with Latitude was a simple one.

The solution

Working with Alliance & Leicester Commercial Bank, Latitude had to provide an end to end, fully managed service, as well as show an expert knowledge of the search engine environment and working knowledge of how this can be optimised for the financial services sector. Once it became clear that Latitude was able to provide this, the ability to deliver ambitious volumes of cost effective applications became the next issue to address. Latitude helped with the forecasting and planning across a range of products, which enabled us to produce a set of KPIs for Latitude to work to. In the past year, added value has been gained through having Latitude meet with other suppliers so they too can gain an understanding of the role PPC plays in our acquisition strategy.

The result

“Continually achieved volume and Cost per Application targets across business current and deposit accounts over the past 2 years. I’d have no hesitation in recommending Latitude. They consistently deliver against targets and the account management is focused, knowledgeable – and most importantly – easy to work with.”

- Dane Stanley, Online Marketing Manager, Alliance & Leicester Commercial Bank