PPC Case Study

Universal App Campaigns Deliver 80% Of All App Downloads For TAMBU

2017 Türk Telekom introduced Tambu, a keyboard app for iOS and Android. With Tambu, Türk Telekom wants to emphasize the importance of technology and make it accessible to everyone. You can customize your keyboard fonts and change the theme. You can further add a background wallpaper and use even more features.

Goals

  • Raise App Awareness
  • Increase Visibility In All Areas Of The Google Network
  • Boost App Downloads At $1.00 Target Cost Per Install

Approach

  • Used Search Campaigns and TrueView Campaigns to Raise Awareness
  • Ran Universal App Campaigns for Increased Scale and Efficiency
  • Asset Testing and Optimization

Results

  • Delivered More Than 1 Million Downloads
  • Maintained an Overall CPI of $0.45
  • Steadily Increased Downloads by Lowering Cost per Download
  • %80 of Total Downloads Came From UAC Campaigns

What We've Done


The first step was to build awareness as the app was newly released and nobody knew it. Therefore, a search campaign with brand and generic keywords was created to get users to the webpage, where they could then get more information about the app and download it. Besides this, there were big offline branding campaigns going on on TV and Billboards. Promoting the new app on the YouTube network was a must and the results were astonishing. In a very short period of time the video got almost 600.000 views with a remarkable CPV cost of $0.01.

After the successful launch of our branding campaigns, the goal now was to increase the app downloads. We conducted an analysis of the app features and determined all possible ad text variations and creatives. The potentials of the universal app campaign settings were fully used; 4 ad descriptions, 20 creatives and YouTube videos were used and more than 50 assets were tested during the campaign period.

We paid close attention to our target KPI via our maximum bids and budget. Finding the right ratio in the beginning was challenging because we had to keep a balance between reaching high and quality downloads and avoiding not to burn our campaign budgets too quickly. That's why we frequently tracked the performance and tweaked and optimized the CPI settings accordingly.

If you think UAC is easy as it works by machine learning and there is not much to do manually, you are absolutely wrong. Very soon we found out that succeeding with UAC campaigns was highly dependent on the right approach and the creatives we used. So besides optimizing the CPI settings, we continuously tested the ads, creatives and videos till we got the best results. Finding the winning assets were key for our good performance: the winning assets kept on running and the worst performing ones were replaced by new ones. In addition to identifying winning creative elements including wording, colors, image, contrast etc, we realized soon that certain ad types worked better on certain platforms - video length, size, dimension, asset type.

What We've Achieved


In a very short time the UAC Campaigns were by far the most effective app download channel.

Not only the download costs were low and the reach was high, we realized that the installs coming from UAC AdWords had a higher quality than other platforms. The app deletion rate was lower and the user engagement was higher. These early results showed us that UAC was the most successful channel reaching brand goals. That's why the brand owner Turk Telekom and us together decided to cut allocated marketing budgets for the other platforms and to shift the budgets to the UAC channel, utilizing the performance of the Universal App Campaigns.

The Tambu campaign quickly exceeded its goals. In terms of downloads the app reached more than 3 million downloads, nearly 2 million downloads came organically and the rest were mainly coming from AdWords. Compared to other channels Universal App Campaigns were in charge of 80% of all paid marketing downloads.

Forecasting a CPI goal of 1 USD, Türk Telekom benefited from a 50% lower cost per install. At the end we achieved an average cost per install of 0.45 USD. The high volume of app traffic also had an impact on the overall organic downloads, which again boosted the app’s organic indexing and visibility.

The Tambu Universal App Campaign was the key driver to get our app noticed and downloaded by our audience. The spike in downloads we saw once Google understood from machine learning, was immense. Our proper tracking, frequent reporting, testing the assets and manually optimizing the CPA settings truly contributed to this success

Sedat Kühlen
Türk Telekom Media Planning Executive

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