Franklin Templeton is a global investment management organization dedicated to delivering exceptional asset management for shareholders. The brand was focused on Google Search in order to increase the number of investments.

However, this can be difficult considering the financial sector is extremely competitive with a number of brands bidding for the same set of keywords. By using a direct approach and bidding on investment related keywords, the spends of the campaign would be high. In addition to this the quality of leads received would not very good.

Thus, our objective was to come up with a lateral strategy that would allow us to increase our leads while keeping the spends in check.

A script was created that crawled the stock market index and automatically increased or decreased the bids based on the market. When Nifty increased by 0.25% the campaign budget and Max Cost per Click (CPC) decreased by 20%. When Nifty decreased by 0.25% the campaign budget and Max CPC increased by 20%. When Nifty was between -0.25% and 0.25% and the bids were normal.

Our creative messaging also reflected the status of Nifty. If the market was down, the ad copies would urge the user to invest immediately. If the market was stable or up, standard messaging was used. Brand campaigns were not affected by the market fluctuations, since we did not want to hamper the standard brand communication. Lateral campaigns which included keywords like ‘Investment options’ were only enabled when the markets were down. Thus, we optimized the campaign by syncing only the core keywords with the Nifty index.