Background
A young tech company (name withheld to protect data) introduced a videoconference app and needed quick increase in number of installs. The company had been internally managing Google Ads account for over a year, however this channel was one of the poorest performers within their Marketing-Mix.
Challenge
Google Ads efforts were becoming far more expensive and returning less on their investment due to the huge discrepancy between the actual and the goal KPI numbers.
Main KPIs: Number of app installs and Cost per Install (CPI)
Goal: To increase number of Installs at a given or below the goal CPI
Actual historical CPI: $90
Goal CPI: $15
Actions
- Account restructure aiming for higher granularity and precise naming convention
- Launching new campaigns types (Search campaigns, App install, Universal app Campaigns)
- Fixing app tracking issue ensuring that correct data about app installs is recorded
- Removing Google ban to advertise sensitive topics
- Solid keyword research to find low-cost longtails
- Daily cleaning of irrelevant expensive searches with negative keywords
Results
Solving tracking problem and gaining an ability to bring people to appstores to download the app allowed to reach next KPI improvements:
- 915% CPI decrease, from $90 to $7,6 which is ca. 2 times less as the goal CPI
- Numerous increase of avg. Number of Installs – from 7 per week to 290 per week
