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Transforming Tide’s Month-on-Month Growth with 37.5% Surge in Installs and 10K+Accounts opened

About the Client

Background

Tide is a UK-based business bank account platform designed for small businesses, sole traders, and freelancers. With over 650,000 members in the UK and 350,000 in India, Tide is transforming small business banking by saving entrepreneurs time and money, allowing them to focus on growing their businesses.

Objective

The primary goal was to increase the number of acquisitions while simultaneously improving the conversion rate from app installs to account openings.

Our Approach

We targeted the right set of users by analyzing key behaviors, ensuring our ads reached individuals who were most likely to convert. By focusing on the interests and financial profiles of small business owners, freelancers, and sole traders, we fine-tuned our messaging to resonate with each segment, increasing overall engagement.

To ensure optimal ad performance, we experimented with multiple ad inventories to match audience preferences and behaviors. This included:

• Affiliate Networks: Partnering with trusted affiliates to tap into a broader audience.
• OEM Apps: Leveraging placements on OEM platforms to directly engage users through their devices.
• Direct Apps: Collaborating with app publishers for optimized targeting and better engagement.
• DSPs (Demand-Side Platforms): Using programmatic advertising to target users based on specific behaviors and interests, ensuring refined targeting.

We made real-time budget adjustments to keep campaigns cost-effective and scalable. By continuously monitoring performance, we ensured that funds were allocated efficiently, boosting high-performing campaigns while adjusting bids for underperforming ones. This agile approach helped us to consistently stay within budget while maximizing returns.