Associate Marketing Designer, 2024–2026.
Google App Campaign for Moneyfarm’s Italian market.
Static and animated · 7 concepts · 3 formats · +15% CTR with motion.
01 — The campaign
For Moneyfarm’s trading app in Italy we built a full Google App Campaign. Google decides which ad each person sees based on their browsing signals, so the more distinct concepts we had, the more audiences we could reach.
Seven concepts, several message angles and three sizes per asset, all from one template: layout, call to action and the mandatory legal line stay fixed; only the headline, background and app screen change.
The concepts
Message angles
1.91:1, 1:1 and 4:5, built from the same template.
Every asset, three sizes
1.91:1, 1:1 and 4:5, built from the same template.
02 — The read-out
Compared with our earlier product-led campaigns, the multi-concept launch underperformed. Reaching more people is only half the job: the ad still has to make them tap.
click-through rate compared with our earlier product-led campaigns
03 — The twist
So we went back to the message that had worked before, the trading account itself, and changed one thing: the format. The static ad became a 15-second animation.
It opens on the product icon, lands the message over the app and closes on the download buttons, in 16:9, 1:1 and 9:16.
click-through rate compared with the static version of the same message
What I took from it
More concepts reach more people, but each one still needs a message strong enough to make them tap.
Keeping the product message and changing only the format gave us a clean, honest read-out.
One template, every size and the legal line built in, so a new idea was quick to produce and easy to approve.
Next Case Study
Google App Campaign for Italy: seven concepts, three sizes, two experiments.
