With AdRoll and the Right Messaging Strategy, FP Markets Finds New Audiences and Increases Conversions in Global Markets
⚙️ AdRoll features and services leveraged: Brand Awareness Ads, Retargeting Ads, Managed Services
at FP Markets
Creating a memorable brand in a sea of competitors requires creativity and a strategic approach to reaching new audiences. In 2018, FP Markets was ready for such an approach. The company was founded in 2005, but we were just reaching the global stage when I joined in 2018 as Global Head of Marketing.
Armed with a background in marketing, publishing, and event management, I saw the potential for FP Markets to become a dominant player in the trading world. Before we could get there, we had to carve a niche in a crowded financial services sector — a challenge we’d have to face head on.
Education is critical to customer development
Sydney-based FP Markets is a globally recognized broker with over 10,000 tradable instruments such as forex, shares, indices, commodities, metals, ETFs, and digital currencies. One of our primary goals is to help our clients develop as traders. FP Markets offers a variety of account types that cater to various experience levels, trading sizes, strategies, and styles, giving our clients the freedom to trade however they want. It starts with a cutting-edge trading platform and an extensive product range, and we complement that with rapid execution, consistently tight spreads, aggregated pricing across several top-tier liquidity providers, and 24/7 multilingual support.
Beyond robust features, customer education is critical to trader development. Marketing plays a key role, promoting educational content such as articles, webinars, and market analysis. We also know every trader’s journey is unique, so our academy offers various paths for different learning styles and objectives. There’s no room for making ridiculously big promises. It’s about being genuine and transparent with our customers so we can improve together.
An inability to reach audiences limited growth
FP Markets has grown from 20 employees to more than 250 and become one of the most reputable brokers in the industry, with multiple entities operating worldwide. As Global Head of Marketing, I lead a fantastic 35-person team responsible for the company’s marketing activities.
Marketing in this environment requires a flexible, forward-thinking approach. In addition to reaching new audiences, our goal was to establish a memorable brand identity in a highly competitive space. As the company launched in new markets, we needed a dynamic solution to create customized yet consistent messaging.
We also have to follow strict local compliance standards, and our growth made that difficult. How could we reach prospective customers in new markets without diluting the brand?
We used various marketing channels in the past but struggled with retargeting, and the inability to reach relevant audiences on multiple websites limited our growth. It became essential to gain access to these audiences and adapt our messaging accordingly.
Adapting to new audiences without sacrificing our brand
We began searching for a comprehensive platform with a broad reach. I found AdRoll, which offered several options to help us reach new customers and re-engage our global audience. The AdRoll team impressed me with their responsiveness and willingness to understand our company’s needs. I also saw the benefits of the platform’s dynamic ad capabilities, which would allow us to design ads that attract attention and re-engage audiences.
AdRoll’s user-friendly interface also made it easy for my team to segment audiences, track results, and fine-tune to improve performance. These features saved time and increased our efficiency.
After adopting AdRoll, we saw near-immediate results. Our retargeting campaigns increased conversions, and our tailored messages attracted more customers to our site. AdRoll’s ability to cater to different audiences through prospecting campaigns also played a key role in FP Markets’ evolution. AdRoll allowed us to expand our brand, adapting and localizing our approach to different markets without sacrificing our brand message.
A partnership based on clear communication and reliability
Whether making adjustments to campaigns or offering personalized guidance, AdRoll’s customer service exceeded expectations. The AdRoll team and our dedicated account manager consistently go above and beyond to drive our success. Similar to the relationship we want to develop with our customers, our trust in AdRoll is built on clear communication and continuous reliability. They’re there for us, they’re respectful of our business, and I know they want us to succeed in our efforts.
As FP Markets nears its 20th anniversary, we aren’t slowing down. With plans to enter even more markets, FP Markets sees AdRoll as a long-term partner in our success. Brand marketing keeps evolving, and AdRoll is there to help us evolve with it. By combining dynamic retargeting, seamless market expansion, and unmatched customer service, FP Markets will continue to deliver exceptional trading experiences worldwide.
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