Display advertising for Société Générale’s Everyday ETP campaign
Setting up compliant Google Display Ads for Société Générale’s Everyday ETP campaign, plus Google Ads training and cross-team search and landing page support.
Client: Société Générale 2018-2020
Société Générale ran a campaign called Everyday ETP to make exchange-traded products approachable to a wider investor audience. For a regulated financial product, paid media does not go live until the advertiser is verified and the ads clear financial-services policy. I came in on the campaign side while at D2 Interactive, the bank's digital marketing consultancy on this work.
The verification gate is where bank campaigns stall. Google requires financial advertisers to prove FCA standing and pass financial-services certification before a single display impression serves. Miss a detail and the launch date moves, which for a campaign tied to a product push and an internal stakeholder timeline is an expensive slip. The Everyday ETP creative also had to land somewhere that converted, so the display work could not be planned apart from search and the landing pages.
The Google Display Ads were set up and structured for the campaign, with financial advertiser verification taken through to clearance so the launch held its date. Campaign planning sat with me, including managing an outsourced specialist so delivery stayed accountable rather than opaque. I also ran Google Ads workshop training, so the team was not dependent on an agency to read or question its own campaigns. The display plan was aligned with search strategy and landing page optimisation, so paid spend met pages that were ready for it.
The value to Société Générale was a compliant campaign that launched on its date, not after a verification scramble. The training also left the team able to question and hold its own agencies to account, and the paid media pointed at pages that were ready for it rather than dead ends.
The brand and digital consultancy was D2 Interactive’s, as Société Générale’s marketing partner on this work. I managed the paid display, the advertiser verification, cross-team work on search and landing pages and lead private Google Ads training with the client.
Helped secure new business with Société Générale to extend the work into other EU markets.
