TAXŌ: ANNUAL CAMPAIGN 2022
taxō is a simple online tax return service that helps you quickly maximize your tax credits with the help of Raymond Chabot Grant Thornton’s tax experts.
taxō launches an annual campaign that runs from January to June to help people during tax season. As they offer a very seasonal product, taxō faces stiff online competition in February and March.
“The C&M team constantly stayed up to date with results to remain optimal. The analysis provided by the team will certainly allow us to exceed these results next year.”
- Annie Boulanger
Senior Advisor - Commercialization, Markets and Clients, RCGT
To capture the attention of the right people at the right time, our main challenge was to adapt our messaging, our ad formats, and our audiences according to 4 specific phases of the conversion funnel in order to exceed the number of accepted submissions received last year through Facebook and Google Ads campaigns.
By developing and tailoring the various creatives to each phase of the funnel as well as each platform and combining them with impactful copy. We were able to promote collaborative work and optimize our campaigns by leveraging learnings from previous years.
We rose to the challenge. Year over year, impressions increased 270%, we saw a 38% increase in clicks, all while reducing our cost per click by 18%. The cherry on top of the cake: accepted quotes were up 62% year over year.
The taxō project is an excellent example of interdepartmental cooperation within Click & Mortar. We were able to exceed last year’s accepted quotes thanks to the development of a variety of visual creatives and effective ad copy.