Case · OneBlinc · United States
OneBlinc:
expanding acquisition beyond Search.
How we used Performance Max, first-party data and automation to open a new acquisition front for a US fintech.
- Goal
- Lead generation
- Approach
- Expand acquisition within the Google ecosystem
- Market
- United States
- 30%
- of leads generated came from Performance Max
- −45%
- CPA compared with Search campaigns
- 6 months
- for Performance Max to become the best-performing campaign
The context
A fintech expanding its presence in the United States.
OneBlinc is a US fintech created with the mission of expanding access to financial solutions and protecting underserved consumers from discriminatory financial practices.
After studying the financial needs that grew during the pandemic, the company decided to expand its portfolio. Beyond emergency loans, it began offering checking accounts, salary advances and other financial products.
A bigger portfolio also created a new challenge: finding more qualified customers.
The challenge
How do you expand acquisition without relying only on the same channels?
With a new funding round, OneBlinc needed to expand its ability to reach and acquire new customers.
Existing campaigns were already delivering results, but there was room to test an approach that could access more inventory within the Google ecosystem and find new conversion opportunities.
- Search
- Display
New expansion opportunity
The test
What if we let the data help find the best channel mix?
After the results achieved with Display, we decided to test Performance Max as a parallel acquisition strategy.
The idea was to combine OneBlinc's first-party data and audience lists with Google's automation to expand access to available inventory and optimize distribution according to conversion opportunities.
- First-party data
- Audiences
- Assets
- Automation
Performance Max
New acquisition opportunities
Implementation
The test needed strategy before automation.
Meskla US was responsible for structuring the strategy, setup, implementation and campaign monitoring.
Performance Max increased the level of media automation, but that didn't remove the need to correctly define data, audiences, assets, goals and analysis criteria.
Automation executes.
Strategy defines what it should pursue.
The evolution
What started as a test gained ground in the operation.
Performance Max was implemented as a front running in parallel with existing campaigns. Over the months, the results made it possible to increase its share of the acquisition strategy.
- Test
- Learning
- Optimization
- Scale
- Best performance
Results · 6 months
A new front became the best-performing campaign.
- 30%
- of OneBlinc's leads came from Performance Max
- −45%
- CPA compared with Search campaigns
- 6 months
- for Performance Max to become the operation's best-performing campaign
The test expanded the acquisition mix and showed that automation, when fed with the right data and strategy, could play a relevant role in the operation.
“Google's Performance Max is amazing! It uses our data and assets to create ad variations and optimize the campaign automatically. The only thing it doesn't do is make the morning coffee. This is the best ad product of the year.”
Meskla US + OneBlinc
Entering a new market also requires learning fast.
OneBlinc also marked the expansion of Meskla's work into the US market. More than replicating strategies used in Brazil, we needed to understand the particularities of acquisition, behavior and operations in that market.
“As a Marketing Head & Founder I've had the opportunity to work with a lot of marketing agencies around the world and generate over $2,000,000,000 in revenue for companies in the process. This has given me a good perspective of who is good and who isn't. Meskla is easily one of the BEST digital marketing agencies that I've worked with. They have a great proprietary analytics platform which, combined with their marketing know how, gets results amazingly fast. If you have the chance to work with them don't hesitate. Do it.”
“Meskla has a lot in common with the culture in our company, Blinc – they love to test new things, are very curious, always seeking for simple and creative solutions. Even though they are trying a new market for them (US), they learned very fast about particularities that influence this market and reached immediate results. During this time working with Meskla, we reached a new baseline regarding to digital acquisition.”
Testing a new campaign wasn't the goal.
Finding a new source of acquisition was.
Performance Max started as a hypothesis within OneBlinc's strategy. Six months later, it had become its best-performing campaign.
Next step
Does your operation also need to find new acquisition opportunities?
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