Performance marketing strategy and setup for Southeast Asia’s leading personal financial comparison platform.
Strategy & Planning
MoneySmart is Southeast Asia’s leading financial comparison platform allowing customers to make smarter financial decisions across different aspects of their daily lives. With a presence across Singapore, Taiwan, and Hong Kong, MoneySmart helps 100+ million people make better financial decisions.
As a brand, MoneySmart was looking for an embedded partner that could rethink its performance marketing strategy while implementing a new setup across markets and paid channels. The goal was to focus on efficient and consistent growth in applications across financial product categories while maintaining CPA. End-to-end tracking was set up allowing MoneySmart to link back media investments to revenue from approved applicants. This integrated tracking setup resulted in more efficient customer acquisition over time as media budgets could be allocated based on ROI.
Understanding the business objectives, the admiral.digital team started off with a detailed audit of the existing accounts and campaigns. Insights gained from the audit, in combination with market specific research, was the starting point of a complete account rebuild. The new performance marketing strategy was driven by detailed search intentions, micro audiences fed from a DMP and a highly granular campaign structure. The new structure allowed for granular CPA targets to be assigned and resulted in a much better overall ROI.
These new ad campaigns were launched with minimum bids and budgets to get a sense of performance per ad channel and audiences to understand where immediate potential lay vs. inventory that needed optimization. With that knowledge, we scaled product-specific inventory towards maximum cost per lead while analysing the quality of channel-specific leads down the funnel. We also focused on calculating suggested CPC in combination with on-site conversion rates.
We integrated two full-time, senior performance marketing consultants operating as an extension of the MoneySmart marketing team and successfully established a fully functional regional performance marketing setup. Our four-staged approach of 1) audit and strategic research to drive insights, 2) build campaigns based on user journeys, 3) test and learn with minimum bids, and then 4) scale vertical / product specific inventory towards maximum cost per lead while analyzing the quality of channel specific leads down the funnel, led to a 47% increase in the number of applications in just over 6 months.
Functional regional performance marketing setup
Increase in number of applications over 6 months
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