The bank used lead ads with context cards for the first time to capture better quality leads on a larger scale.
- 15% lower cost per lea
- 40% increase in leads in 6 months
The customer is king (Their Story)
YES BANK puts the customer at the centre of its service. One of India’s fastest-growing banks, it aims to become the country’s best-quality large bank by 2020 and position itself as an optimistic brand.
Quality leads (Their Goal)
YES BANK’s online lead capture form for its savings account product wasn’t delivering the desired results in terms of scale and efficiency. The bank wanted to find more—and better quality—leads.
Encouraging leads (Their Solution)
YES BANK ran lead ads for the first time, automatically optimising for mobile. The ads came securely pre-populated with people’s data, which made it easy for them to complete the form.
The lead ads included context cards, which appear after someone clicks the ad, giving advertisers a place to offer more details about what people are signing up for before asking them to share their contact information.
YES BANK’s context cards featured information about key benefits, such as the 6% interest rate and ability to access a personal relationship manager. Each cards ended with a “Start Saving” call to action. The context cards help people know what to expect, which, from the bank’s perspective, also further qualifies the leads.
As the Facebook campaign ran concurrently with bank’s India Bole YES campaign, which spanned both offline and online channels, both used the same messaging and visuals.
Facebook has been a game-changing platform for YES BANK. It’s given us the ability to reach huge and highly targeted audiences for specific products and services. From a campaigns perspective, we’ve improved the quality of our leads and optimised the cost per lead by using Facebook’s lead ads.
– Rajat Mehta, Senior President – Retail Marketing, YES BANK