To meet these goals, iCrossing employed a sophisticated audience data analysis to pinpoint the precise customer profiles that matched Charles Schwab’s ideal clientele. Armed with these insights, iCrossing then devised and executed a targeted SEM campaign designed to capture the attention of these select users and drive meaningful engagement.

Based on the account scoring and lifetime values available within Schwab’s CRMs, iCrossing created customer lists and uploaded them into Google & Bing to create look-a-like audiences for targeting. These segments were combined with RLSA lists and platform segments to create campaign mirrors. This duplication of campaigns allowed for customized ad copy and landing page experiences based on user type, as well as data-informed budget allocations. Without the mirrors in place, budgets could not be applied to high-net-worth users within the keyword-targeted campaigns.

Initial testing showed that conversions generated by the mirror targeted to high net worth look a likes were 20% more likely to result in a high-net-worth user, compared to the prospect campaign that did not have audience targeting. Over the following year, almost $2M of the media budget was reinvested into the campaign mirrors, contributing to a 451% increase in non-brand Brokerage conversions, and a 175% increase in non-brand Retirement conversions.