CLIENT GOAL

Because the clients local search and recommendation app is relevant to most mobile users, the goal was to reach as many users as possible on Android devices during key moments that mattered most to engagement (ex. searching for restaurants). Equally important was to drive its engagement cost below other media channels such as Facebook and Google. Its app users view more than 10 times as many pages as its website users. Approximately 74% of searches and 65% of ad clicks came from mobile, making this segment strategically important to scale.

THE CHALLENGE

The client’s application was massively distributed across mobile devices that led to a dramatic increase on the new user costs across typical user acquisition channels such as Facebook and Google. Traffic via its app is growing the fastest and offers the lowest traffic acquisition cost. The challenge was to keep new user registration cost low while maintaining volume and scale.

CAMPAIGN JOURNEY

As app users are a critically important segment representing the majority of engagement and ad clicks, the campaign goals were to maximize new app users while maintaining a CPA cost below $2.