Bank of America SEM Campaign

Project Statement

Search Engine Marketing (SEM) can be a powerful tool for a banking and financial services company to reach its target audience and increase brand visibility online. In this case, Bank of America wants to run an SEM campaign to offer its customers a housing loan services, and they claim that they will offer cheap interest rates and quick disbursal. Any individual can avail of a loan in the comfort of their home. The process is completely online and paperless.

SEM Campaign Steps

1- Company Details

Bank Name: Bank of America.                                   
Service: Housing Loans Online (Mortgage Loan).

2- Bank Service Benefits (Unique Selling Points)

• Easy loan process.                                                   
• Low interest rates.
• Quick disbursal.                                                       
• Completely online and paperless process.
• Any individual can avail of a loan in the comfort of their home (Online).

3- Campaign Objectives

We have a main two objectives:

• Get inquiries for people looking to buy a house and avail loan.
  (Generating leads: Phone Calls & Submit a Form)
• Create both Search & Display ad campaign.

4- Campaign KPIs (Goals Measure)

The main two KPIs to measure our progress are:

• The number of inquiries generated (Number of Leads: Phone Calls & Form Submit).
• The Cost-Per-Acquisition (CPA).

5- Target Audience

Here we have two target audiences:
– First-time home buyer                                             – Seasoned Investors

Name: John Wick (First-time home buyer).

Demographics – Age: 25 – 45 Years old.  – Gender: Male. – Job: Software Engineer. – Income: 100k. – Parental Status: Parent.	Location: Florida, US.
Goals – John has recently moved to Florida & wants to buy a home for his family.           – He is still struggling so he wants a Mortgage Loan with low interest rates.                                   – He is always busy so he needs an easy & quick process for the application.	Behaviors – He reads Newspapers every day Ex. New York Times. – John is very active on GitHub. – He is also active on LinkedIn & Facebook. – He also follows Jennifer Beeston on YouTube. – He follows the website: Mortgage Professional America.

Name: Jack Reacher (Seasoned Investors).

Demographics – Age: 35 – 65 Years old. – Gender: Male. – Job: Investor. – Income: 250k. – Parental Status: Parent.	Location: Arizona, US.
Goals  – Jack wants to invest in Arizona Real Estate on a large scale but he doesn’t have enough cash.  – He wants a Mortgage Loan with low interest rates to maximize his profits.                                  – The loan process should be easy & quick.	Behaviors – He reads Newspapers every day Ex. Wall Street Journal Real Estate. – Jack is very active on the X platform. – He is also active on Instagram. – He also follows the Bigger Pockets YouTube Channel. – He follows the website: The Mortgage Reports.

You Don’t Know How to Create a Target Audience, Know More about Taget Audience.

6- Targeted Keywords

After conducting Keyword Research here are the top targeted ones:

7- Campaigns Structure

We will create two campaigns for our service. Search Campaign & Display Campaign.
So The Account Structure will be like this:

8- Campaigns Settings

We have 50k dollars for the campaign Budget. The Budget will be divided as follows:

• 2000 Dollars for testing at the beginning.
• 34,000 Dollars for the Search Campaign.
• 14,000 Dollars for the Display Campaign.

Search Campaign Settings

• Campaign Objective: Creating Leads (Phone Calls & Submit a Query).
• Campaign Budget: 34k dollars/ month.
• Campaign Bidding: Targeted CPA.

Display Campaign Settings

• Campaign Objective:
  Main Goal – Increase Awareness about Bank Services.
  Secondary Goal – Creating Leads (Phone Calls & Submitting a Query).
• Campaign Budget: 14k dollars/ month.
• Campaign Bidding: Targeted CPM.

9- Search Campaign

10- Display Campaign

Landing Page Components

Landing Page is very important as it will affect goal completion & improve Ads score.
The target audience will likely be looking for information on

• Home loan interest rates.
• Terms and Conditions.
• The application process.
• Eligibility criteria.
• Customer support services.
• Loan comparison features.
• Reading reviews of different banking and financial services companies to compare their offerings and make an informed decision.

Thanks for completing the project reading. I Hope you learned from it.
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