Objective

  • Support ┬álaunch of College Ave brand in private student loan space through integrated search and display approach

Solution

  • Integrate paid search and display advertising efforts while de-duping tracked conversions for accuracy to understand path-to-conversion
  • Balance creative messaging to drive loan application completions and create brand recognition from scratch

Results

  • Discovered that 34% of all completed actions were touched by both search and display
  • 10-17% of all conversions driven by the new College Ave brand