Case study: SelfPay Now increased monthly new customers by 20% using Google ecosystem

Results

The results were noticeably better during the campaign period vs. the previous period.

November vs October 2023:

+40% increase in Downloads
+20% increase in New Customers

SelfPay, the owner of the largest network of self-service Payment Stations in Romania (over 10,000 nationwide), democratises cash deposits through SelfPay Now, a fast-growing innovative fintech app, featuring unique Cash Deposit functionality in Europe.

SelfPay Now, launched in 2022 in Romania, seamlessly links cash and online payments, allowing users to deposit cash instantly on any card issued by any bank in Romania. The SelfPay Now app also provides a real-time peer-to-peer transfer function from one user's card within the application to another user's card.

The challenge

In a sea of banks and various other local and international competitors, one of SelfPay marketing objectives is to be different, to become memorable, and to settle in users' minds as a trusted partner for their current and future needs. Beyond the trust barriers specific to the financial field, due to its innovative and disruptive nature, SelfPay Now is also challenged to inform and educate users about its functionality and features.

From a business perspective, closely related to the first objective, SelfPay wants to scale the application in Romania and generate a consistent month-by-month business growth of at least 15% new customers.

The approach

We built a complex Google Ads campaign structure, based on Search - App Install - YouTube - Display campaigns. First of all, we tested the effectiveness of the messages and creatives with the help of a Brand Lift Study, and then applied the learnings of the study in the other campaigns we targeted our audience with.

In what Search was related, to create the optimal structure, we started with keyword research to understand what our customers need when it comes to fast cash deposits without needing to go to a bank and real-time peer-to-peer transfer. We then consolidated the keywords into a few campaigns segmented by business line so that we could give proper visibility to both our services, having enough room space to test messages. We also kept a dedicated campaign targeting our brand keywords.

In what the Awareness was related, for the first phase, the campaigns were set on experiment mode, testing different messages with the same budget, same audience, and the same running period to get the most accurate results. What we were looking for was the ad recall effect after the users were exposed to the video ads. The YouTube Brand Lift campaign itself was set as skippable and targeted custom affinity and in-market segments with specific demographics, built around our core target audience as they resulted from quantitative and qualitative research recently carried out to define our main target audience categories in Romania.

After the Brand Lift study was conducted, we had a standout winner with amazing results that exceeded industry benchmarks, so we started using it in the next campaign phase: video blast in the most suitable digital channels: YouTube, TikTok, Facebook, Instagram.

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Moreover, we used Display campaigns with a focus on remarketing audiences, tailoring the messaging and creatives to address each stage of the funnel drop-off (e.g. users who signed up but did not add a payment method).

Last but not least, a major driver of our performance came from continuous optimizations of App Install campaigns targeting lower funnel conversions

Testimonial

„By strategically building a complex ads ecosystem with multiple touchpoints, we've seen great results. This approach has enabled us to engage with our target audience at multiple stages of their buyer journey, enhancing brand visibility, driving traffic, and ultimately, converting new customers more effectively”

— Daniel Gheorghe, Digital Marketing Manager, SelfPay

About Optimized

Our team consists of experts in Performance Marketing, especially in eCommerce. Every day, we gather information and strive to learn more about our clients and their needs. We operate on the principle of anticipating results and the growth of a business, for their success and ours. Together.