Fair For You is an alternative lender to weekly payment stores, providing fair and affordable, pay weekly, short term finance for essential household items for your home. They approached DemandMore in late 2018 with the brief of increasing lending applications from the paid search channel to hit their targets for their next funding round.
We took a three pronged approach to scaling lending applications for Fair For you. Firstly we implemented our DemandMore machine learning based bidding algorithm. This allowed us to optimise their bids towards a target cost per application making bid changes across devices, locations, times of the day and audiences. Secondly we implemented single keyword ad groups to ensure maximum relevance between what users were searching for and Fair For You’s ad copy. Finally, we helped them join the dots to measure the performance of their ads activity beyond lending applications to see which applications converted into revenue. We did this by linking their Google Ads account to their CRM and importing data for accepted applications back into Google. This strategy helped Fair For You scale up and provide fair access to credit to those who most need it.