Different Types of Ads

1. Cashback and Reward-Based Ads

 Description: Promotions that offer users cashback or rewards for completing specific actions
(e.g., making payments, referring friends).

 Example: "Pay your electricity bill using Google Pay and get ₹25 cashback."

2. Referral Campaigns

 Description: Ads encouraging users to invite others to use Google Pay in exchange for
bonuses.

 Example: "Invite a friend and both of you get ₹100 when they make their first payment."

3. Merchant Promotions

 Description: Offers shown from partner merchants that incentivize users to shop using
Google Pay.

 Example: "Get 10% off on Myntra when you pay using Google Pay."

4. In-App Banner Ads

 Description: Visual banner promotions displayed on the app’s home screen or offers tab.

 Purpose: Highlights offers, contests, or new features.

5. Gamified Ads (e.g., Scratch Cards, Events)

 Description: Engaging formats like digital scratch cards or festive game-based events (e.g.,
Go India, Diwali Dhamaka).

 Purpose: Increase user engagement through fun incentives.

6. Push Notification Ads

 Description: Offers or promotions delivered via app notifications.

 Example: "Limited time: Get 50% off on your next Zomato order via Google Pay!"

7. Email Marketing Promotions

 Description: Promotional emails sent to users highlighting ongoing deals or feature updates.
8. Third-Party Advertisements (Indirect)

 Description: Google Pay data may be used by Google Ads to serve personalized ads across
other Google platforms, though Google Pay itself doesn’t show typical display ads.
 Search Ads

1. Google Search Ads Featuring Google Pay Integration

 Where: On Google Search (not inside Google Pay).

 Description: Businesses run Google Ads (search campaigns) and include Google Pay as a
payment option or call-to-action.

 Example:
A user searches "Buy movie tickets online" and sees a paid ad from BookMyShow that
includes "Pay with Google Pay" in the ad extension.

2. Merchant Ads That Promote Google Pay as a Payment Method

 Where: Google Search or Shopping Ads.

 Description: Brands include messaging like "Checkout with Google Pay" or "Get 10% off using
Google Pay" to drive conversions.

 Purpose: Increase use of Google Pay during checkout.

3. Branded Search Ads by Google Pay

 Where: Google Search results.

 Description: Google may run search ads to promote Google Pay itself—especially during
campaigns or launches.

 Example: Searching "UPI payment app" may display an ad saying “Try Google Pay – Easy &
Secure UPI Payments.”
 Demand Generation Campaign

1. “Go India” Campaign

 Objective: Drive daily usage and increase user engagement.

 Method: Users collected virtual state cards by transacting on Google Pay. Prizes were
offered.

 Impact: Increased app engagement, transactions, and awareness of Google Pay's

gamification features.

2. Festival-Based Campaigns (e.g., Diwali Dhamaka, Holi Offers)

 Objective: Tap into festive shopping and payment spikes.

 Method: Offered scratch cards, cashback, and partner discounts for using Google Pay during
festivals.

 Impact: High seasonal user growth and transaction volume.

3. Referral Programs

 Objective: Acquire new users organically.

 Method: "Invite friends and earn ₹100" model.

 Impact: Massive growth in user base through peer recommendations.

4. Merchant Onboarding Campaigns

 Objective: Increase merchant adoption of Google Pay for Business.

 Method: Google incentivized small businesses to join and offered training/support.

 Impact: Boosted the business ecosystem on Google Pay, improving utility for consumers.

5. Educational Content & Influencer Marketing

 Objective: Drive awareness and trust in digital payments.

 Method: Collaborated with influencers, YouTubers, and ran explainer videos (e.g., “How to
use Google Pay securely”).

 Impact: Built credibility and addressed hesitation among new users.

 Performance Max Campaign

1. User Acquisition Campaigns

 Goal: Get new users to install and use Google Pay.

 Assets: App download CTA, demo videos, user benefits (e.g., "Send money instantly").

 Target: Android users, fintech-interested audiences, regions with low adoption.

 Conversion Goal: App installs, first transactions.

2. Merchant Promotions

 Goal: Promote offers from Google Pay partner brands.

 Example: “Get 20% off on Domino’s via Google Pay.”

 Channels Used: Display banners, YouTube video ads, Gmail promo tab, Search.

 Conversion Goal: Drive traffic and payment transactions.

3. Seasonal Engagement Campaigns

 Goal: Increase transactions during festivals (e.g., Diwali, New Year).

 Creative: Festive visuals, scratch cards, reward callouts.

 Assets: Videos, carousels, banners, text, app deep links.

 Conversion Goal: Number of transactions, in-app engagement.

4. Business Onboarding Campaigns (Google Pay for Business)

 Goal: Get small businesses to sign up for Google Pay QR and payment features.

 Audience: Retailers, service providers, merchants in target regions.

 Assets: Explainer videos, testimonials, signup links.

 Conversion Goal: Sign-ups on Google Pay for Business.

 Brand Ads

Type Description Example

In-App Promotions Visible within the Google Pay "Get ₹50 cashback on paying your
app to users water bill"

Push Notifications Alert users about offers or "Buy movie tickets and win scratch
features cards"

Referral Ads Encourage users to invite others "Invite a friend and get ₹100 after
their first payment"

Digital Ads (External) Run on Google Search, YouTube, YouTube video ad: “Pay seamlessly
Display, etc. with Google Pay”

Performance Max Automated cross-channel Includes Search, Gmail, Maps,

Campaigns campaigns by Google YouTube, Display

Print/TV/Radio Ads Traditional media ads in Diwali TV ad promoting Google Pay

regional campaigns festive offers

Influencer & Social Campaigns with creators to A finance YouTuber showing how to
Media Ads explain benefits pay with Google Pay

Goals of Google Pay Advertising

 User acquisition (get new users to install the app)

 Feature adoption (e.g., UPI payments, bill payments, ticket bookings)

 Merchant support (drive usage at partner stores or apps)

 Trust-building (especially around security and ease of use)

Advertising Channels Used

 Google Ads (Search, Display, YouTube, Discovery)

 Social media (Instagram, Facebook, X, LinkedIn)

 App Store ads (Google Play promotions)

 Offline (Events, QR code stickers, merchant boards)

 App Ads

Platform Example

Google Search Ad when someone searches "best UPI app"

Google Play Store Featured banner or “Suggested for You” slot

YouTube 6-sec bumper or 15-sec skippable video promoting app download

Google Display Network Banner ads on news or gaming apps

Gmail Ads Promotions tab: “Get cashback on your first bill payment”

Discover Feed Cards promoting app features or cashback offers

Typical Goals of Google Pay App Ads

Goal KPI

User Acquisition App installs, signups

Activation First transaction completed

Feature Adoption Use of bill pay, QR scan, or ticket booking

Retention Returning users, weekly transactions

App Ad Asset Examples

Type Example

Text headline “Send money instantly with Google Pay”

Description “Fast UPI payments, bill pay & rewards. Get started in seconds.”

Image App screenshots or QR scanning

Video 15-second demo: How to send money using UPI in Google Pay
Key Trends in Google Pay’s Advertising and Promotion Strategy

1. Shift from Awareness to Engagement-Based Campaigns

 Then: Focused heavily on brand awareness and app installs during initial launch phases.

 Now: Uses gamification (e.g., scratch cards, Go India) and engagement tactics to keep users
active.

 Trend: Sustained user engagement over one-time installs.

2. Mobile-First, App-Centric Marketing

 Google Pay uses App Ads, Play Store promotions, and Performance Max campaigns to
promote the mobile app.

 Strong emphasis on mobile user experience, short videos, and reward loops.

 Trend: Investing in mobile-first formats across all ad channels (Search, Display, YouTube,
Discover).

3. Gamified and Incentive-Based Promotions

 Examples: Go India game, Diwali Dhamaka, cricket-themed scratch cards.

 Encourages repeated transactions through gamification.

 Trend: Mixing entertainment with financial utility to build habit.

4. Hyper-Personalized, Automated Campaigns (AI/ML-Powered)

 Uses Performance Max and Universal App Campaigns to auto-optimize ad placements and
creatives.

 Google Ads AI chooses best combinations of images, headlines, and targeting.

 Trend: Heavy reliance on machine learning for ad delivery.

5. Merchant & Partner Co-Promotions

 Collaborations with brands like Zomato, Swiggy, Big Bazaar, Myntra.

 Ads show cashback or discounts for using Google Pay on these platforms.

 Trend: Joint value propositions with ecosystem partners.

6. Localized and Vernacular Marketing

 Ads created in regional languages, using local cultural cues.

 Especially used during festivals (e.g., Pongal, Diwali, Eid).

 Trend: Deep regional market penetration through localization.

7. Referral & Influencer-Based Acquisition

 Use of influencers on YouTube and Instagram to demonstrate app usage.

 Referral bonuses advertised via push notifications, social media, and banners.

 Trend: Social proof and peer marketing to drive adoption.

8. Educational, Trust-Building Campaigns

 Ads focused on security, privacy, and ease of use.

 Includes YouTube explainers: “How to use Google Pay safely.”

 Trend: Positioning Google Pay as a secure, easy-to-use financial tool, especially for new-to-
digital users.
Phase 1: How Google Pay Started Ads (Initial Launch Strategy)

When Google Pay (formerly Tez) launched in India in 2017, it focused on high-awareness and trust-
building advertising to enter a market dominated by Paytm and PhonePe.

Early Ad Strategy (2017–2018)

Ad Type Purpose Example

TV Ads Mass awareness, trust Tez ads featuring celebrities like Amitabh Bachchan

Print & Radio Local reach in Tier 2/3 Regional newspaper ads in vernacular languages
cities

Influencer Educate on UPI YouTubers explaining “How to use Tez to pay”

Videos payments

Referral Ads Virality through users “Invite a friend and earn ₹51 each”

Search Ads Drive installs Ad appears when searching “UPI app” or “money
transfer”

Focus: Build brand trust, create mass awareness, and educate users on digital payments.
Phase 2: Evolving Ads Based on Emerging Trends (2019–Present)

As digital marketing and user behavior evolved, Google Pay shifted its ad strategy to focus more on
retention, engagement, and automation.

How They Aligned with Key Ad Trends:

Trend Google Pay’s Approach

Gamification Introduced campaigns like Go India, cricket-themed scratch cards to

drive daily usage.

Performance-Based Adopted App Campaigns & Performance Max to automate and

Ads optimize ad delivery across platforms.

Mobile-First Creatives Used short, vertical videos, GIFs, and animated banners for mobile ads.

Localized Ads Ran regional language ads during festivals like Diwali, Holi, and regional
new years.

Social Commerce & Partnered with YouTubers and Instagram influencers to demonstrate
Influencers features like ticket booking and QR scanning.

Merchant Co-Branded Launched offers with Swiggy, Zomato, and Big Bazaar promoted via
Ads email, in-app, and display ads.

AI-Powered Ad Used machine learning in ad creatives and placements (via Google Ads
Campaigns AI).

Trust-Based Messaging Ads highlighting privacy, safety, and zero fraud liability during sensitive
periods (e.g., rise in UPI scams).