Campaign goals
To launch a new service of per-minute car rental, to build awareness among the target audiences, and tell about USP and competitive advantage. Form a need for a service among a new audience and get part of the market share at the expense of competitors.
- Get 30,000 installs of the mobile app in 3 months.
- CPI 0,25 $.
- Develop a customer retention strategy.
Solution
The campaign was based on a mixed marketing strategy via Google Ads and DV360. We were targeting IOS and Android smartphone users to avoid losing any potential users. We segmented them by interest, behavior, location, and other criteria. Additionally, we analyzed in-app behavior to build lists for promotion, remarketing, and look-a-like targeting.
To meet the client’s expectations and reach the client’s KPI, we:
- analyzed audience groups size;
- compared industry benchmarks and MixDigital benchmarks.
We set up sync between AppsFlyer, DV360 and Google Ads:
- App Installs Tracking.
- App Activity Tracking.
- Collecting audiences.
Based on the user funnel, we created an effective structure in DV360 and Google Ads. We segmented users and created ad concepts for every segment with a unique selling proposition and competitive advantage.
As we continued implementing the campaign, we worked with different bid strategies. At first, we optimized the campaign for installs. As we collected data, we used optimization for “complete_registration” and then “purchase”.
To ensure that we were working only with the most effective audience groups and relevant content, particular attention was paid to the testing stage. We tested different ad concepts and excluded irrelevant placements, channels, device types and operating systems. As a result, we optimized the campaign and achieved the client’s KPI.
Results
- We received more than 33 000 app installs. The average CPI was 0.22$.
- We had a 30-day Retention Rate of 25% and a 90-day Retention Rate of 20%.
We increased brand awareness, generated organic demand, and generated an active user base.
Clients had a lot of barriers: being older than 21, having a driving license, and having enough money in the bank account for a car deposit. Therefore, the 30-day retention rate was relatively low for the mobile app industry; 80% of registered clients continue to use the app with a stable frequency.
