easypaisa Gets ‘Smart’ with TikTok’s Smart+ Campaigns
easypaisa, Pakistan’s leading digital financial services platform, aimed to increase its app downloads and drive user acquisition, while enhancing cost efficiency.
Given the competitive fintech landscape, easypaisa required a solution that could enable it to effectively reach potential users, drive conversions, and optimize its advertising spend.
To achieve its goals, easypaisa conducted a test comparing TikTok's AI-powered Smart+ Campaigns with traditional manually managed campaigns. Both campaigns were set up with identical bid amounts and budgets to ensure a fair comparison, allowing for a clear evaluation of the Smart+ Campaign’s automation capabilities versus manual optimization.
The Smart+ Campaign demonstrated substantial improvement over the manual campaign across several crucial metrics:
50% higher conversions
30% lower cost per conversion
24% more impressions
15% lower CPM
Achieved nearly 1.5x more conversions while maintaining the same conversion rate.
Improved Reach and Cost Efficiency
A 30% decrease in CPAs while delivering a higher volume of conversions.
A 24% increase in impressions at a 15% lower cost per thousand impressions (CPM).
By utilizing TikTok's Smart+ Campaigns, easypaisa significantly scaled its user acquisition efforts while improving cost efficiency. The automated optimization capabilities of Smart+ Campaigns have proven particularly effective in the fintech sector, where reaching and engaging the right audience is key to driving quality conversions.
At easypaisa, we are proud to be the first in Pakistan to pioneer the use of TikTok's Smart Ads, and the results have exceeded our expectations. We were able to reach a highly engaged audience with the platform’s precision targeting, which significantly boosted the effectiveness of our user acquisition campaign. This initiative's success has set a new benchmark for our digital marketing strategies, and we look forward to continued collaborations with TikTok as we explore new frontiers of digital engagement in Pakistan.
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