Business Challenge

GAIN Capital Group is market leader in the rapidly growing online foreign currency exchange industry. Founded in 1999 by Wall Street veterans, GAIN is now one of the largest, most respected firms in the industry, servicing clients from more than 140 countries around the globe.

Search Marketing Challenge

GAIN Capital determined that accelerating their search marketing ROI would require additional resources and expertise. The program needed more than just bodies to achieve greater levels of performance. Real expertise in search marketing with the ability to develop both sound strategy and daily execution proved to be the correct formula.

Solution

The Point It! team conducted a number of tests in accordance with the developed strategy. Key exercises included development of structured ad copy and landing page tests. The architecture of the account was re-configured to better support account acquisition strategy which included tail-term expansion. And bid management techniques were employed to target both quality and quantity of lead.

Results

Since taking over GAIN Capital's paid search marketing program, Point It! has engineered a 68% reduction in cost per lead acquisition while growing monthly accounts exponentially by 517%. Effectiveness of the media spend (conversions per dollar in media) has improved over 210%. These performance improvements have enabled GAIN Capital to significantly increase their search media spend and scope of program with confidence.

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