First American Bank Facebook Ad Campaigns

After working with ZAG on a website redesign project, First American Bank continued to partner with ZAG to support its ongoing marketing initiatives. As part a marketing retainer, ZAG created Facebook ad campaigns to promote Home Equity Lines of Credit and Mortgage Loan specials for First American Bank. Highlighting rates and incentives, ZAG focused on the value these offers provided consumers, from affording large expenses and life events with a low-rate HELOC to having extra money to make your house a home with a fixed discount off Mortgage closing costs.

Campaign pages were created for both promotions using the flexible landing page layout that was created during the redesign. Custom analytics tracking was also set up using Google Tag Manager to monitor and measure important on page activity, from calls to action to key in-line link clicks. Using these analytics tags, ZAG was able to implement custom conversions within Facebook, allowing us to make direct connections between ad views and conversions. Key performance indicators from each campaign are outlined below. 

HELOC campaign

 

• 1.22% engagement rate, surpassing the 0.09% median engagement rate across all industries.
• 740 unique link clicks, resulting in a 1.09% unique click through rate, which is significantly above the industry average of 0.52%
• Average cost per click of $0.59, which is significantly below the industry average of $3.44
• 97 consumers reached the HELOC application after viewing the ad, and 8 of those individuals completed the HELOC application, resulting in an 8.24% conversion rate

Mortgage campaign

 

• 1.56% engagement rate, surpassing the 0.09% median engagement rate across all industries.
• 627 unique link clicks, resulting in a 1.33% unique click through rate, which is significantly above the industry average of 0.52%
• Average cost per click of $0.68, which is significantly below the industry average of $3.44
• 27 consumers reached the mortgage application after viewing the ad, and 2 of those individuals completed the mortgage application, resulting in a 7.40% conversion rate

Overall, these campaigns were effective in increasing awareness, generating interest and delivering real results for First American Bank in an industry and geographic market that is highly competitive and saturated.