Media brief :
- A major platform in iOS for SEO optimization and UA campaign
Main Agenda :
- Bidding on the newest/optimal keywords and optimal keyword grouping
- Bidding on the optimal price
Strategy execution and result :
-
Keyword Group Tiering (for Always-on campaign)
- Strategy :
- Group level management by keyword category
- To manage bidding and daily cap on keywords based on each keyword's category/tier concept and actual performance
- Goal :
- CPI : u$2
- Volume : Maximum (as many as possible)
- Action : Managed the campaigns under following keyword categorizing -
- US_Pop : Basic K-pop or pop music related keywords
- US_Discovery : Highly-ranked product(theQoos) related keywords from google trend
- US_Neutral : Non K-pop related, yet keywords that were found to be crucial search keywords according to google trend and marketing intelligences.
- US_Competitor : competitors’ service names
- Performance :
- Summary
- Period : 2020. 9~2021. 1
- GEO : US
- Volume : 199,630 imps, 8,398 taps, 2,818 installs
- CPI : $1.76
- Converting keywords were heavily reflected to app store descriptions and ad creatives
- Strategy :
-
AB testing on campaign setting conditions
- Strategy :
- Activate campaigns as much as possible with campaign condition adjustments
- Goal :
- Finding the optimal setting condition through AB testing around bidding, daily cap, campaign reset, etc.
- Action & Performance :
Strategy Before After Evalutation Eliminate target CPA cap to a low volume campaign Cost : $39 Installs : 20 CPI : $1.9 Cost : $352 Installs : 130 CPI : $2.7 Volume increased, but CPI poped up too ⇒ Keep using the strategy before exceeding CPI u$2 Increase CPT cap by double Cost : $108.7 Installs : 100 CPI : $1.08 Cost : $633 Installs : 280 CPI : $2.3 Volume increased, but CPI poped up too ⇒ Keep using the strategy before exceeding CPI u$2 Campaign reset on deserted campaign Volume : 0 Cost : $52 Installs : 40 CPI : $1.3 Instantly boosts volume for a bit - Strategy :
