Generating a +366% Increase in Paid Search Website Traffic YoY

Paid Search
Content & Messaging
December 14, 2021
Financial Services

Key Takeaways

Brex is a business credit card and management service that uses technology to help monitor and track spending and budgeting. From December 2019 to November 2021, paid search traffic to Brex’s website has seen a +366% increase YoY. From December 2020 to November 2021, Brex spent $8.6M on Paid Search desktop advertising. They saw the highest spend on August 2021 at $1.6M. 

Keywords: 

  • August 2021: Brex had 83 keywords that generated traffic equal or greater than 300 hits on desktop. Out of those keywords, 93% of the traffic was generated by broad banking terms, location and competitor keywords.  
  • November 2021: Brex had 83 keywords that generated traffic equal or greater than 300 hits on desktop. Out of those keywords, 93% of the traffic was generated by broad banking terms, location and competitor keywords.

Search Ad Copy: 

  • August 2021: The top six performing ad copies account for 64% of the traffic from paid search ads. These ad copies focus on stuffing the benefits of Brex as a banking service.
  • November 2021: The top six performing ad copies in November 2021 account for 26% of desktop traffic to the site. Top ad copies in November see more content diversity than in October including more ecommerce, startup, corporate and Brex branded copy.

Landing Pages: Paid Search ad landing pages all follow a similar structure featuring no primary navigation, a strong one sentence title and broader subtitle followed by a relevant call to action. August 2021 LPs focused on “business banking” while November 2021 LPs focused on “startup” and “ecommerce” banking.

Brex is a business credit card and management service that uses technology to help monitor and track spending and budgeting. It acts as a credit software that also enables budget requests, bill payments, and access to revenue and payouts.

From December 2020 to November 2021, Brex has seen steady website traffic growth over the past year of +135% in the United States.

From December 2019 to November 2021, paid search traffic to Brex’s website has seen a +366% increase YoY. Paid search desktop spend* saw a +1,676% increase YoY. 

Spend is a directional approximation and does not include retargeting, or behavioural targeting. (USD Dollars)  *Dec. ‘19 - Nov. ‘21
Mobile web traffic only account for 25% of all visits therefore these insights will focus on Paid Search Desktop Traffic

From December 2020 to November 2021, Brex spent $8.6M on Paid Search desktop advertising. They saw the highest spend on August 2021 at $1.6M. 

Spend is a directional approximation and does not include retargeting, or behavioural targeting. (USD Dollars)  *Dec. ‘20 - Nov. ‘21

In August 2021, Brex’s keywords with the highest spend included general banking search terms such as ‘bank’ and competitor terms such as ‘simple bank’.

In August 2021, top traffic generating keywords included general bank terms and featured four lower ad spend keywords that generated higher traffic at a low cost (top performers).  

In August 2021, Brex had 83 keywords that generated traffic equal or greater than 300 hits on desktop. Out of those keywords, 93% of the traffic was generated by broad banking terms, location and competitor keywords.  

The top six performing ad copies account for 64% of the traffic from paid search ads. These ad copies focus on stuffing the benefits of Brex as a banking service. 

Brex uses four unique landing pages independent from the website and one leading directly to the main site. 

Business Account | Business Credit Card | No Hidden Fees | Rewards | Brex.com

97% of the landing pages (LP) follow similar structures to incite action from viewers. 

In November 2021, Brex had 29 keywords that generated traffic equal or greater than 300 hits on desktop. Out of those keywords, 89% of the traffic was generated by broad banking terms, ecommerce and competitor keywords. 

The top six performing ad copies in November 2021 account for 26% of desktop traffic to the site. Top ad copies in November see more content diversity than in October including more ecommerce, startup, corporate and Brex branded copy.  

Brex introduced three new independent landing pages in November 2021 and paused the “Rewards” and “No Hidden Fees” landing pages from August 2021. 

Card for Startups | Higher Limits | Startup Accounts

AUGUST ‘21 TOP TRAFFIC AD COPY

Free Business Bank Alternative - Free Cards, Free ACH And Wires. Get A Free Business Account. No Hidden Fees. Free Unlimited Cards. Sign Up In Minutes. Free Business Account. Sign Up In Minutes. No Minimums. Free Unlimited Cards. No annual fees. Used by 1000s businesses. 95% customer satisfaction. No personal liability.

NOVEMBER ‘21 TOP TRAFFIC AD COPY

Brex Drives Ecommerce Growth - Explore Our Generous Rewards. Boost your bottom line with more rewards and discounts. Get a Brex company credit card. Brex is the business credit card of choice for ecommerce companies, new and old.

Ad Copy & Subject Matter:

Business to Ecommerce. As Brex has been running and optimizing their Paid Search desktop ads, a shift is found in the ad copy subject and approach. 

Changes in Ad Copy. Ad copy in August 2021 focused on saying as much as possible in short sentences. Ad copy in November 2021 includes longer sentences and shorter copy, using stronger language to relate the positive outcomes of using a Brex business account. 

Changes in Subject Matter. Brex also made a shift to focus on general business terms ie. “free business bank account” to talking specifically about the benefits of their product to the ecommerce industry. 

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