Client Overview:
Our client, a prominent pet care mobile application, promotes pet adaptation and offers diverse services and products. Despite challenges, we achieved mobile app installs at a lower cost, by dynamic digital campaigns through all social medias and Google.
The Challenge:
The client’s main concern was the surge in CPI attributed to changes in campaigns. Additionally, the ad account had over 50 campaigns with 300+ ad groups and 1500+ keywords, making it challenging to align keywords with ad copy for both Google and Social Media.
The Solution:
Social Media:
1. Creative Refresh:
Replaced creatives with high frequency to maintain optimal engagement. Identified and replaced creatives with a frequency exceeding 4 to prevent ad fatigue.
2. Budget Reallocation:
Identified campaigns with the least CPI and good conversion rates. Redirected more budget towards these campaigns to increase qualified Installs and reduce the cost per acquisition.
3. Remarketing Campaigns:
Implemented remarketing campaigns targeting users who visited pages beyond landing pages. Excluded users who already Installed the Application to a focus on potential conversion. This approach expanded the reach to more potential users and contributed to a reduction in overall CPI. We used different materials to retarget the same audience.
Google:
1. Budget Reallocation:
Similar to Social Media, identified campaigns with the least CPI and high conversion rates. Increased budget allocation to these campaigns to maximize qualified conversion and decrease the cost per acquisition.
2. Detailed Keyword Targeting:
Conducted keyword research for each campaign group. Identified the best-performing keywords and created separate ad sets for each category. Allocated separate UTM tracking for each to identify the best-performing ad sets and keywords.
3. Audience Optimization:
Identified the best-performing audiences and increased bids to ensure Google provided more conversion from qualified audiences. This strategic move resulted in an increased number of qualified App Installs.
Results:
The implementation of these strategic measures led to a significant decrease in CPI for the client. By adopting a broader audience approach, refreshing creatives, reallocating budgets, implementing effective remarketing campaigns, and optimizing audience targeting and keywords, we achieved a more efficient and cost-effective performance marketing strategy.
Conclusion:
Our tailored solutions and comprehensive optimization strategies not only addressed the immediate concerns but also laid the foundation for sustained success in performance marketing for our Pet Care client. This case study underscores the importance of continuous analysis, adaptation, and strategic decision-making in the dynamic landscape of digital marketing.
