Reducing acquisition costs
PSD Bank Nürnberg reduced its search engine advertising acquisition costs by 36% by adopting Exactag’s Attribution Push.
The challenge
PSD Bank Nürnberg wanted to enhance its Google Ads audience data to improve its automated bidding and campaign performance. Prior to working with Exactag, it relied on the standard conversion actions in the Google Ads platform. However, these only considered the conversions generated by Google and ignored all other marketing channels.
To optimize its search engine advertising (SEA) performance, PSD Bank Nürnberg approached Exactag to help achieve its objective.
“Before the implementation of Attribution Push, we worked with Google Ads standard conversion actions. While for some conversions it was possible to set a ‘position-based’ mode, it was not dynamic attribution. As the standard Google Ads conversion actions are only based on conversions generated by Google Ads, channels like display, email, and social media aren’t considered.”
The solution
Exactag began by developing a four-month test to identify the performance impact of using attributed conversion data on campaigns delivered by Google Ads. During this time, Exactag’s Attribution Push module was activated for all PSD Bank Nürnberg’s Google Ads campaigns. This ensured that reliable data which closely reflected campaign realities could be used to report attribution. These results were then compared with campaign data from the same four-month period of the previous year when the module had not been used.
The results
By working with Exactag and using attributed conversion data to drive its search engine advertising bidding, PSD Bank Nürnberg decreased its SEA-CPA by 36.28%.
About PSD Bank Nürnberg
PSD Bank Nürnberg eG is a direct bank for private clients headquartered in Nürnberg, Germany and part of the PSD banking group. Founded in 1936, it employs 270 people and manages over 140,000 clients.