Google adword and Google ad campaigns for launch of US consumer markets.

1. Moneycorp US Campaign
Campaign objectives
Improve acquisition, conversion and trading activity by:
1. Acquire new International Payments clients
2. Improve trading and conversion of International payments clients
Go Live Date
13 June 2016 (subject to Google billing being set up in time)
Budget
$1,000/day (averaged over 30 days, expected to be lower at weekends)
Core details
Core Channel Google AdWords
Core Audience
US citizens looking to buy property overseas.
Foreign nationals currently living in the US, with a US address, looking to send money
home.
Home owners aged 35 and over
Geography Massachusetts, New York, Connecticut, Pennsylvania, New Jersey, Maryland,
Virginia, North Carolina, South Carolina, Georgia, Florida
*Brand Campaign will be nationwide
Keyword Focus
(+estimated US
searches)
money transfer 100,000 searches*
Currencies 48,000 searches*
Countries 8,000 searches*
Brand 2,100 searches*
*Stephen to send a more accurate version that includes language adaptations to US
Keyword Exclusions Travel money focused keywords
Campaign structure
* We will replicate much of the structure of the UK Moneycorp Private (International Payments) campaigns. The
basic structure of the search campaigns is as follows:
Private Money Transfer
This targets people searching for generic terms such as “money
transfer” or “send money abroad”
Private Countries
This targets people searching for specific countries such as “send
money to Australia”
Private Currencies
This targets people searching for specific currencies such as “send
euros”
Private Competitors
This targets people searching for competitors’ brands, such as
Western Union
Brand
This targets people searching specifically for Moneycorp, often
paired with other phrases, such as “Moneycorp exchange rate”
Display
This will target people who have previously visited the site (but not
converted) and show them relevant banner ads when they are
browsing other sites. We can go live with the ones that David
approved and make changes to the other in phase 2.
Methodology
We will copy the account, campaign and ad group structure from the UK, but the selection of keywords
and ad copy will be slightly different. To start with we will only include keywords that have a very strong
track record of leading to conversions. But we will also ensure that we account for cultural differences in
language usage between the two countries. For example, “send money abroad” gets ten times as many
searches as “send money overseas” in the UK. But in the US “send money overseas” gets twice as many
searches as “send money abroad”

2. Recommended budget split
Private Money Transfer 70%
Private Countries 5%
Private Currencies 5%
Private Competitors 5%
Brand 5%
Remarketing 5%
Display 5%
Recommended budget split
Type Monthly Spend Impressions Clicks CPC CTR CR Leads
Accounts
(17% CR)
Non-brand Search $25,500.00 452,500 15,839 $1.61 3.50% 3.50% 554 94
Brand Search $1,500.00 1,000 500 $0.50 50.00% 5.00% 25 4
Remarketing $1,500.00 7,500,000 7,500 $0.20 0.10% 0.50% 38 6
Display $1,500.00 3,000,000 3,000 $0.50 0.10% 0.50% 15 3
Total $30,000.00 10,953,500 26,839 $0.89 0.25% 2.35% 632 107
Creative
* Provisional
Display
Banners
“Fee Free” Campaign
*example, other sizes
included as per my email to
David
*for example purposes only,
once the campaign
messaging is agreed the
banners will be updated
Regular
Search Ads
Mock-up
*for example
purposes only,
once copy is
approved we
will have US ads
Operations Legal and compliance sign-off ad copy and banners
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