We transformed Google Ads from a one-size-fits-all setup to a get-to-know-you solution. Segmenting specific ads to show to specific customers at specific points in their customer journey allowed us to communicate product value in bite-size pieces. Dynamic campaigns and ads, remarketing, data insights, and constantly evolving strategies drove significant improvements.

In 2019, ad conversions doubled year-over-year, average cost per conversion decreased by 56%, while average click-through rate increased by 231%.

Social advertising on Facebook, Instagram, and LinkedIn humanized the brand, allowing potential partners to see themselves in the products. We used carefully crafted messaging to identify customer pain points, and inclusive images to allow anyone to see a familiar face.

In the first half of 2020, Facebook Ad link clicks increased by 775% over the previous period, average cost per click decreased by 61%, while click-through rate increased by 14%.

We took to social communities with the same customer-facing strategies, and transformed these channels into a useful resource and gathering place for Visa’s loyal customers. With new research on Visa's audience, we created practical social personas. The question to answer for social quickly became, “What can we do to add value for this individual?” The new direction allowed us to create real communities, retain attention and engagement over longer periods of time, and bring valuable referral traffic to the website when the time was right.