Introduction
Snapshot
• Consumer App Marketing
• PPC / Google Ads
• Results: Reduction in Product Sign-up Costs
Problem
Our client had difficulty proving the value of the installs they were receiving as a result of their app campaigns on Google Ads. They were essentially seeing decent app download rates, but didn’t see this reflecting in their internal numbers. Consequently they were unable to identify which platform, including Google Ads they should invest in.
Solution
With our trusted partner, we worked to launch more effective tracking with the assistance of an API integration. This in turn enabled us to be able to create campaigns that were able to be optimised beyond simply app downloads, but actual in-app action. This allowed us to set up valuable reporting dashboards and to establish which platforms were the
most profitable for them as well as which campaigns.
Quantitative Results
Below is an overview of a 6-month period (Q2 vs Q3) during which the Kaomi team assisted a client in achieving more product sign-ups for the same budget
Metrics
46%
Decrease in Cost per Sign-up
119%
Increase in Sign-ups
40%
increase in Transacting users
Conclusion
Customer Feedback
Our client was able to see the value that app campaigns, particularly on Google. Improved cost efficiency was also a big plus for them, as they were able to reach higher converting users at a lower cost.
Effective tracking means that there is the opportunity to drive performance even lower down in the funnel, beyond sign-ups, at transaction level, in order to make their campaign reach even more efficient.
Conclusion
In closing, the clear impact of SEO has ensured growth for the client. Additionally, with recouping losses from a migration, the stage is set for further growth. It is vital that a holistic SEO strategy continue to be the focus, with as many customised website elements to differentiate the client from the competition.