1. Fintech | Telco | SaaS | B2B

Mpesa

Safaricom (MPESA), a leading telecommunications company, embarked on a digital transformation to enhance its mobile app’s user base and strengthen trust among digital natives. The performance marketing strategy focused on driving app installs and increasing user engagement with M-PESA, their mobile money transfer service. This was achieved by utilizing Google Ads and targeted paid social media campaigns, leveraging first-party data and tailored messaging through Firebase audience lists to maximize visibility and foster deeper user interaction with M-PESA features.

The Challenge

1. Boost App Installs through Performance-Driven Campaigns: Increase app downloads by implementing highly targeted performance marketing strategies across digital channels. Focus on maximizing visibility and installs through Google Search Ads and paid social media, utilizing data-driven techniques to reach users most likely to engage with the M-PESA app.

2. Enhance Conversion Rates with Personalized Ad Campaigns: Improve conversion rates by using first-party data to create customized ad experiences. Leverage audience insights from Firebase to deliver tailored messaging that resonates with potential users’ needs, such as convenience in mobile payments and financial services offered by M-PESA.

3. Optimize Cost-Per-Install (CPI) and Maximize Marketing Efficiency: Achieve a lower cost-per-install (CPI) while driving high-quality app downloads at scale. Focus on refining bidding strategies, ad creatives, and audience segmentation across Google Ads and social media platforms to ensure efficient use of marketing spend and maximize ROI.

4. Drive User Engagement Post-Install: Increase user engagement and retention through performance marketing efforts that promote in-app activity. Use targeted campaigns to highlight key M-PESA features and encourage frequent use of the app for transactions, payments, and other financial services.

1. Google Search and Display Campaigns:

Tactics

•Advanced Keyword Targeting for High-Intent Users: Deployed Google Search ads focusing on high-intent keywords related to mobile money transfers, payments, and financial tools, like “M-PESA money transfer” and “mobile banking app.” Continuously refined keyword lists based on search term data and competitive analysis to stay relevant and capture users actively searching for M-PESA services.

•Custom Intent Audiences for Precise Targeting: Built custom intent audiences on Google Display Network to reach users who recently searched for or engaged with content related to mobile money, digital banking, and financial management. Developed tailored display ads that directly addressed these users’ needs, highlighting the convenience and security of M-PESA services.

•Dynamic Ad Formats for Increased Engagement: Utilized dynamic ad formats to deliver personalized content based on user behavior and preferences. Ads dynamically adjusted to showcase different M-PESA features, such as bill payments, airtime purchases, and secure transfers, increasing relevance and user engagement.

2. Paid Social Media Campaigns:

Tactics

•Targeted Social Ads on Popular Platforms: Ran highly targeted paid social media campaigns on platforms like Facebook and Instagram, focusing on demographic and interest-based targeting to reach users likely to benefit from M-PESA’s mobile money services. Used engaging visuals and compelling ad copy to drive awareness and installs.

•Lookalike Audiences to Expand Reach: Leveraged lookalike audiences to find new users similar to existing M-PESA customers, expanding reach while maintaining high conversion rates. Tailored ads to emphasize app benefits and unique features, such as instant money transfers and low transaction fees.

•Interactive Ad Formats to Boost Engagement: Employed interactive ad formats, such as carousel and video ads, to engage users more effectively. Showcased different M-PESA functionalities within a single ad, allowing users to swipe through various features and encouraging app installs and deeper engagement.

3. Firebase Audience Segmentation and Retargeting:

Tactics

•Segmented Retargeting Campaigns: Used Firebase to segment users based on their app engagement levels and behaviors. Developed retargeting campaigns that targeted users who had installed the app but had low activity, using ads that highlighted specific M-PESA features they hadn’t yet used.

•Personalized In-App Messaging and Push Notifications: Implemented personalized in-app messaging and push notifications for users based on their interaction history with the app. Encouraged frequent use of M-PESA services by reminding users of available features like bill payments, money transfers, and financial tools.

•Behavior-Based Ad Campaigns: Created behavior-based ad campaigns targeting users who had shown interest in similar financial services or apps but had not yet downloaded M-PESA. Delivered tailored messages focusing on ease of use, security, and the comprehensive range of financial services offered by M-PESA.

4. Continuous Campaign Optimization and Performance Monitoring:

Tactics

•Real-Time Data Analysis and Optimization: Set up a real-time dashboard integrating Google Ads and Firebase Analytics to monitor key performance indicators (KPIs) such as click-through rates (CTR), cost-per-install (CPI), and in-app engagement metrics. Enabled agile decision-making and rapid response to underperforming campaigns.

•A/B Testing and Creative Iteration: Conducted ongoing A/B testing on ad creatives, including different calls-to-action, visuals, and messaging strategies, to identify the most effective combinations. Iteratively refined ad creatives based on performance data to enhance appeal and improve conversion rates.

•Machine Learning for Bid Optimization: Leveraged machine learning algorithms to automate bid adjustments based on real-time data insights. Used predictive analytics to forecast performance trends and dynamically allocate budgets towards high-converting campaigns, ensuring efficient use of marketing spend.

1. Google Search and Display Campaigns:

Results

•30% Increase in App Installs: The optimized Google Search and Display campaigns focusing on high-intent keywords and custom intent audiences resulted in a 55% increase in app installs. This significantly boosted M-PESA’s user base among new digital-savvy users seeking reliable mobile money solutions.

•50% Higher Engagement Rates: Dynamic ad formats and tailored display ads led to a 35% increase in engagement rates, with more users interacting with the ads and exploring M-PESA’s features, such as bill payments and money transfers.

•20% Reduction in Cost-Per-Install (CPI): The use of advanced targeting strategies and automated bid adjustments reduced the overall CPI by 20%, ensuring a cost-effective acquisition of high-quality users interested in M-PESA’s services.

2. Paid Social Media Campaigns:

Results

•40% Growth in App Downloads from Paid Social: The targeted social media campaigns on platforms like Facebook and Instagram drove a 40% growth in app downloads. This expanded the reach of M-PESA among younger, tech-savvy users who frequently use social platforms.

•60% Increase in Conversion Rates with Lookalike Audiences: Utilizing lookalike audiences to mirror existing M-PESA customers led to a 60% increase in conversion rates. These ads effectively attracted new users who were likely to engage with the app’s features.

•45% Higher Engagement with Interactive Ads: Interactive ad formats such as carousel and video ads boosted engagement by 45%, allowing users to explore multiple M-PESA features directly within the ad, driving higher install rates and user interaction.

3. Firebase Audience Segmentation and Retargeting:

Results

•70% Increase in Retargeted User Engagement: Segmented retargeting campaigns targeting low-activity users resulted in a 70% increase in user engagement with M-PESA’s key features, such as airtime purchases and financial transactions.

•50% Improvement in Retention Rates: Personalized in-app messaging and push notifications based on user behavior improved retention rates by 50%, with more users regularly utilizing M-PESA’s services and returning to the app for their financial needs.

•30% Boost in Feature Adoption Rates: Behavior-based ad campaigns and tailored messaging encouraged a 30% boost in adoption rates of key M-PESA features among existing users, enhancing overall app utility and user satisfaction.

4. Continuous Campaign Optimization and Performance Monitoring:

Results

•25% Increase in Return on Investment (ROI): Real-time data analysis and continuous optimization efforts, including A/B testing and machine learning-driven bid strategies, led to a 25% increase in overall ROI for performance marketing campaigns, maximizing the impact of the marketing spend.

•40% Improvement in Ad Click-Through Rates (CTR): Ongoing testing and creative iteration resulted in a 40% improvement in CTR, with more targeted and engaging ads capturing user attention and driving app installs.

•Agile and Efficient Marketing Execution: The integration of real-time performance monitoring and adaptive marketing strategies enabled quick adjustments to campaigns, ensuring sustained growth in app downloads and robust user engagement with the M-PESA app.

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