With an estimated 1.7 billion adults worldwide still unbanked, Monisnap’s founders wanted to help people working abroad support their relatives at home. Uninspired by the impersonal bank-like approach of existing transfer companies, Monisnap wanted to be connected to the people who used the service. ‘It’s about family sending money to family,’ explains Jean-Baptiste Bouvier, CMO and co-founder. ‘We wanted family and culture to be at the heart of Monisnap.’ Their 1-click digital solution lets customers transfer money via smartphone or laptop, eliminating the need for a recipient bank account.

Monisnap wanted to integrate this personal ethos into its advertising strategy too, establishing a network in over 110 countries that gathered data on local culture and events of national significance. Using this to tailor its marketing material, Monisnap hoped to attract more customers to its bankless transfer system by meeting the needs of their families with local dialect ads that spoke to communities back home more personally.

By combining these human insights and industry expertise with machine learning, Monisnap could understand the market fluctuations spurred by national holidays or favourable exchange rates. Google Ads’ automated bidding strategies enabled Monisnap to utilise seasonal interest more effectively and drive traffic by adjusting its advertising spend as part of an automated bidding strategy. This meant the company could achieve maximum exposure at minimal cost and would also allow Monisnap’s small team to focus on strategies for further expansion.

The secret to Monisnap’s success with Google Ads lies in the quality of the data collected from its network and the particular efficacy of automated campaigns in driving traffic. ‘It’s a match between Google machine intuition and our knowledge of human behaviour,’ says Jean-Baptiste. This profit-boosting formula has proven particularly successful for Monisnap, generating an impressive 50% more conversions at or below its target cost per action – that means 50% more custom, while the cost of each bid stays at or below a fixed maximum rate.

Monisnap’s 15% increase in conversion rate indicates that more people interacting with its ads were compelled to complete a transfer, a figure which speaks to the quality of its advertising material and the impact of the business’ ethos of personalisation. By presenting ads in local dialects that speak to local interests, Monisnap turns this personal connection with customers and their families into a benefit for the company. Since implementing Smart Bidding strategies, Monisnap has seen their average cost per action decrease. The company is now achieving conversions from their ad space at 10% lower cost – something Jean-Baptiste has described as ‘massive’ news for profit margins and for Monisnap’s future.