The 12th edition of the series of Retail Banking
reports from digital marketing experts Greenlight Digital brings
out a number of interesting statistics.

In April, loans-related terms accounted for more than 792,000
searches in the UK – a depressing 17% of which related to the term
‘payday loans’.

MoneySupermarket was the most visible website, achieving a 59%
share of voice through ranking at position one for 81 keywords,
including ‘loan calculator’.

Tesco Bank attained a 32% share of visibility through ranking at
position three for the high volume search term ‘loans’.

Santander rises up the rankings

Since the last Greenlight report in
January, Santander
saw its share of voice increase by 3% and it rose from ninth to
sixth place in the table.

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Barclays (5th) was the only other High Street bank to feature in
the top 10.

Halifax (14th) and Lloyds TSB (15th) were the only other
traditional retail banks to make the top 20.
Greenlight’s report also drilled down to analyse which banks and
financial services websites feature most prominently in the paid
media space.

An advertiser’s share of voice is based on: how often they were
present on Google, which ad position they bid for and the
associated search volume for the keywords they bid on. 
Greenlight scored advertisers across 120 keywords in April.

MoneySupermarket most visible advertiser

MoneySupermarket was the most visible advertiser, achieving a
dominant 75% share of voice through bidding on 136 keywords, at an
average ad position of three.

HSBC attained a 26% share of visibility through bidding on 83
keywords, at an average ad position of three. 

The growing importance of social media is slowly being
recognised by banks as part of their marketing strategy.

Greenlight analysed 15 leading brands and measured their
engagement by monitoring their fans and followers across various
social media platforms, including Facebook, Twitter, LinkedIn and
YouTube presences.

Halifax was the most visible brand in Greenlight’s social media
analysis, while  MoneySavingExpert had the largest number of
people following its Twitter account (73,000).

By a distance, Santander had the largest number of people like
its Facebook page (115,000).

Insurance sector report

A separate report from Greenlight profiled consumer online
search behaviour in the insurance sector.In April, there were 1.6m
insurance-related searches on Google UK compared to 1.9m in

Despite extreme weather conditions, home insurance witnessed the
biggest dip – down 22% from January to 187,144 searches in

It was a similar story for car insurance. April’s search volumes
fell by 11% on January’s 1.1m to 1.03m in April.

Travel insurance remained flat in April compared to January at
around 482,000 searches.

Other key findings from Greenlight’s insurance report

  • Searches for car insurance-related keywords
    were the most popular, accounting for 61% of all insurance
  • Queried 450,000 times and accounting for a
    26% share of all insurance searches, the term ‘car insurance’ was
    the most popular;
  • MoneySupermarket was the most visible website
    in the natural search* listings, achieving an 89% share of
  • GoCompare was the most visible advertiser in
    the paid media space with a 56% share of voice, and
  • Money Saving Expert ranked top of
    Greenlight’s social media league table.