{"id":2964,"date":"2024-03-29T07:53:06","date_gmt":"2024-03-29T07:53:06","guid":{"rendered":"https:\/\/www.optimized.ro\/?p=2964"},"modified":"2024-03-29T07:53:07","modified_gmt":"2024-03-29T07:53:07","slug":"studiu-de-caz-selfpay-now-a-crescut-numarul-lunar-de-clienti-noi-cu-20-folosind-ecosistemul-google","status":"publish","type":"post","link":"https:\/\/www.optimized.ro\/en\/studiu-de-caz-selfpay-now-a-crescut-numarul-lunar-de-clienti-noi-cu-20-folosind-ecosistemul-google\/","title":{"rendered":"Case study: SelfPay Now increased monthly new customers by 20% using Google ecosystem"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_43 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\">Content<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" area-label=\"ez-toc-toggle-icon-1\"><label for=\"item-69d0f01acb8e1\" aria-label=\"Table of Content\"><span style=\"display: flex;align-items: center;width: 35px;height: 30px;justify-content: center;direction:ltr;\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/label><input  type=\"checkbox\" id=\"item-69d0f01acb8e1\"><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.optimized.ro\/en\/studiu-de-caz-selfpay-now-a-crescut-numarul-lunar-de-clienti-noi-cu-20-folosind-ecosistemul-google\/#Rezultate\" title=\"Results\">Results<\/a><ul class='ez-toc-list-level-3'><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.optimized.ro\/en\/studiu-de-caz-selfpay-now-a-crescut-numarul-lunar-de-clienti-noi-cu-20-folosind-ecosistemul-google\/#Noiembrie_vs_Octombrie_2023\" title=\"November vs October 2023:\">November vs October 2023:<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.optimized.ro\/en\/studiu-de-caz-selfpay-now-a-crescut-numarul-lunar-de-clienti-noi-cu-20-folosind-ecosistemul-google\/#Provocarea\" title=\"The challenge\">The challenge<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.optimized.ro\/en\/studiu-de-caz-selfpay-now-a-crescut-numarul-lunar-de-clienti-noi-cu-20-folosind-ecosistemul-google\/#Abordarea\" title=\"The approach\">The approach<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.optimized.ro\/en\/studiu-de-caz-selfpay-now-a-crescut-numarul-lunar-de-clienti-noi-cu-20-folosind-ecosistemul-google\/#Testimonial\" title=\"Testimonial\">Testimonial<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.optimized.ro\/en\/studiu-de-caz-selfpay-now-a-crescut-numarul-lunar-de-clienti-noi-cu-20-folosind-ecosistemul-google\/#Despre_Optimized\" title=\"About Optimized\">About Optimized<\/a><\/li><\/ul><\/nav><\/div>\n\n<div class=\"wp-block-group post-content-group is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading has-primary-color has-text-color\"><span class=\"ez-toc-section\" id=\"Rezultate\"><\/span><strong>Results<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The results were noticeably better during the campaign period vs. the previous period.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Noiembrie_vs_Octombrie_2023\"><\/span><strong>November vs October 2023:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p><strong>+40% increase in Downloads<br>+20% increase in New Customers<\/strong><\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p class=\" translation-block\">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.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-primary-color has-text-color\"><span class=\"ez-toc-section\" id=\"Provocarea\"><\/span><strong>The challenge<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-primary-color has-text-color\"><span class=\"ez-toc-section\" id=\"Abordarea\"><\/span><strong>The approach<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"has-foreground-color has-text-color has-link-color wp-elements-8b8082ea957771952f4c3ce6392acc66\">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.<\/p>\n\n\n\n<p class=\"has-foreground-color has-text-color has-link-color wp-elements-9f41da1480e10fe3e0e3b7496b8f6d2e translation-block\">In what <strong>Search<\/strong> 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.<\/p>\n\n\n\n<p class=\"has-foreground-color has-text-color has-link-color wp-elements-f95dd3b2204af35135fa11e132e53575 translation-block\">In what the <strong>Awareness<\/strong> 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.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p class=\"has-background-color has-text-color has-link-color wp-elements-8cea8f9af6dd7ab3bce1186abdb4a3a3\">.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Ai prins promotii online dar banii sunt in buzunar?\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/qHTkwSIEeaA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><figcaption class=\"wp-element-caption\">SelfPay &#8211; Ai prins promotii online dar banii sunt in buzunar?<\/figcaption><\/figure>\n\n\n\n<p class=\" translation-block\">Moreover, we used <strong>Display<\/strong> 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).<\/p>\n\n\n\n<p class=\" translation-block\">Last but not least, a major driver of our performance came from continuous optimizations of <strong>App Install<\/strong> campaigns targeting lower funnel conversions<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-primary-color has-text-color\"><span class=\"ez-toc-section\" id=\"Testimonial\"><\/span><strong>Testimonial<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201e<em>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<\/em>\u201d<\/p>\n\n\n\n<p>\u2014 Daniel Gheorghe, Digital Marketing Manager, SelfPay<\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading has-primary-color has-text-color has-link-color wp-elements-2e691bbd78ab01c3da662eafd576cba5\"><span class=\"ez-toc-section\" id=\"Despre_Optimized\"><\/span><strong>About Optimized<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>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.<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Rezultate Rezultatele au fost vizibil mai bune \u00een perioada de desf\u0103\u0219urare a campaniei fa\u021b\u0103 de perioada anterioar\u0103. Noiembrie vs. Octombrie 2023: +40% cre\u0219tere \u00een Desc\u0103rc\u0103ri+20% cre\u0219tere \u00een zona de Clien\u021bi Noi SelfPay, de\u021bin\u0103torul celei mai mari re\u021bele de Sta\u021bii de Plat\u0103 self-service din Rom\u00e2nia (peste 10.000 \u00een toat\u0103 \u021bara), democratizeaz\u0103 depunerile de numerar pe card [&hellip;]<\/p>","protected":false},"author":4,"featured_media":2963,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[15],"tags":[],"class_list":["post-2964","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-studii-de-caz"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.14 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Studiu de caz: SelfPay Now a crescut num\u0103rul lunar de clien\u021bi noi cu 20% folosind ecosistemul Google - Optimized<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.optimized.ro\/en\/studiu-de-caz-selfpay-now-a-crescut-numarul-lunar-de-clienti-noi-cu-20-folosind-ecosistemul-google\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Studiu de caz: SelfPay Now a crescut num\u0103rul lunar de clien\u021bi noi cu 20% folosind ecosistemul Google - Optimized\" \/>\n<meta property=\"og:description\" content=\"Rezultate Rezultatele au fost vizibil mai bune \u00een perioada de desf\u0103\u0219urare a campaniei fa\u021b\u0103 de perioada anterioar\u0103. Noiembrie vs. Octombrie 2023: +40% cre\u0219tere \u00een Desc\u0103rc\u0103ri+20% cre\u0219tere \u00een zona de Clien\u021bi Noi SelfPay, de\u021bin\u0103torul celei mai mari re\u021bele de Sta\u021bii de Plat\u0103 self-service din Rom\u00e2nia (peste 10.000 \u00een toat\u0103 \u021bara), democratizeaz\u0103 depunerile de numerar pe card [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.optimized.ro\/en\/studiu-de-caz-selfpay-now-a-crescut-numarul-lunar-de-clienti-noi-cu-20-folosind-ecosistemul-google\/\" \/>\n<meta property=\"og:site_name\" content=\"Optimized\" \/>\n<meta property=\"article:published_time\" content=\"2024-03-29T07:53:06+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-03-29T07:53:07+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.optimized.ro\/wp-content\/uploads\/2024\/03\/Articol-blog-SelfPay-case-study_2.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"500\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"M\u0103d\u0103lina St\u0103nescu\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"M\u0103d\u0103lina St\u0103nescu\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.optimized.ro\/studiu-de-caz-selfpay-now-a-crescut-numarul-lunar-de-clienti-noi-cu-20-folosind-ecosistemul-google\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.optimized.ro\/studiu-de-caz-selfpay-now-a-crescut-numarul-lunar-de-clienti-noi-cu-20-folosind-ecosistemul-google\/\"},\"author\":{\"name\":\"M\u0103d\u0103lina St\u0103nescu\",\"@id\":\"https:\/\/www.optimized.ro\/#\/schema\/person\/a428a48ae79d188e32bed5ead2b39261\"},\"headline\":\"Studiu de caz: SelfPay Now a crescut num\u0103rul lunar de clien\u021bi noi cu 20% folosind ecosistemul Google\",\"datePublished\":\"2024-03-29T07:53:06+00:00\",\"dateModified\":\"2024-03-29T07:53:07+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.optimized.ro\/studiu-de-caz-selfpay-now-a-crescut-numarul-lunar-de-clienti-noi-cu-20-folosind-ecosistemul-google\/\"},\"wordCount\":861,\"publisher\":{\"@id\":\"https:\/\/www.optimized.ro\/#organization\"},\"articleSection\":[\"Studii de caz\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.optimized.ro\/studiu-de-caz-selfpay-now-a-crescut-numarul-lunar-de-clienti-noi-cu-20-folosind-ecosistemul-google\/\",\"url\":\"https:\/\/www.optimized.ro\/studiu-de-caz-selfpay-now-a-crescut-numarul-lunar-de-clienti-noi-cu-20-folosind-ecosistemul-google\/\",\"name\":\"Studiu de caz: SelfPay Now a crescut num\u0103rul lunar de clien\u021bi noi cu 20% folosind ecosistemul Google - 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