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Based in London, Azimo provides online money transfer services in over 190 countries, offering them convenient ways to pay and fair, transparent pricing.
Since working together with TMI we have seen significant uplifts in new customers acquisition volumes and efficiencies. TMI’s data driven and analytical approach to Paid Search, as well as their prowess in terms of execution of campaigns and tests have been pivotal in attaining positive results within a short period of time.
The objective for this client was to decrease overall CPAs whilst maintaining both registration and activation volumes.
The immediate challenges were identifying where to “cut the fat” (inefficiencies), what keywords were worth incorporating into the restructured account builds and to make sure we were not losing significant registration and activation volumes during this migration. This involved gauging search volumes across different countries in various languages, using historical performance metrics, and carrying out constant search query reports in order to condense and optimise our coverage. Throughout this process, we used a combination of DS positional and CPA bid rules customised for each category (brand/generics/others), in conjunction with the insights of manual intervention. Additionally, we expanded our language coverage and migration across accounts.
The weekly Adwords Quality Score script we have set up automatically populates an online spreadsheet to notify us of any changes (positive or negative) in Quality score. This allows us to circumvent the issue of only the current QS being displayed in the engine.
1. Label Core Gen & Comp KW
We’ve labelled the highest spending generic and other KWs in the last 30 days in the UK account.
2. Review current ads
We then analyze & tweak the ad copy to be as relevant to the keyword and landing page as possible.
3. Gather data
Allow the updated copy to gain click volumes to retrigger Google’s QS algorithm.
4. Gauge changes in QS
Since adopting this continuous QS strategy, we have improved our scores for several core generic terms, such as [transfer money] & “transferring money”.
We pushed Azimo’s birthday offer of no transaction fees across high volume Brand & Generic campaigns in the UK & DE accounts for the duration of the offer.