To establish the brand as the go-to platform for remittance in India and acquire new customers.
Fact - Remittances to India stood at US$80 billion in 2018, contributing a big number to our country's GDP. Remit2India has been in the market for a while now and were looking to establish themselves as the go-to platform for remittance to India and recruit new customers. But the challenge was that this category has no loyalty and was price-offer driven.
Registrations from both Smart Display and Custom Intent went up by 350%
The 1st time, that a combination of these techniques was used in India for this category
Usually, the best and most reliant way to target potential customers is through search but therein laid the problem. Search was saturated and overused.
To attract new customers, we created responsive display ads (Static as well as videos). Instead of showing the price and offers separately, we highlighted the current dollar rate and the current offers, all in the same creative. We put them up when we expected the dollar to surge. So, all the users had to do was go ahead with their transaction and reap the benefits during surge time instead of looking for the price and then the offers.
We partnered with Google to find the right cohorts of audiences and then scale through Machine Learning. The idea was to use Smart Display and Custom Intent together, in addition to just Search Optimisation.
We created audience sets basis intent. Built with performance advertisers in mind, custom intent audiences allowed us to go beyond predefined audience categories and reach people as they're making a purchase decision. We targeted specific keywords and whenever someone googled them, our ads popped up in the relevant ad sense. For example, when someone searched for ‘dollar rate’ on Google, our responsive display ads popped up.