- A single channel that provides most install volume in paid marketing
- Building campaign structure of which compound machine learning and CPI efficiency isn't shaken much when budget increases instantly and dramatically
- Contant increase of retention quality
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'All-in-One' (Campaign for mass marketing)
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Strategy : Maximize machine learning efficiency by running only one campaign, one ad group. Use the best creatives only
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Goal :
- Stable CPI (u$2) when scaling-up the budget while maximizing install volume
- If the campaign settles, constantly forwards all budgets and make it ultimately the biggest campaign of whole paid ads
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Action : consolidation of all on-going campaigns into one in accordance with mass paid marketing from Jan.2021
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Performance
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Short term index (1/14-2/14, launching-1month) -
- Budget : $23,800 (74% of all UAC campaigns)
- Installs : 16,600 (75% of all UAC campaigns)
- CPI : $1.43 (20% lower than all paid campaign avg.)
- D+1 RR : 22% (2% higher than all UAC avg.)
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Comparison by period (before and after mass marketing) -
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Long term index (1/14-4/14, 3months after launching) -
Campaign’s long term performance
(*Rank based on campaign’s performance out of top 10 campaigns that made more than 100 installs during the period)
- Verdict
- In a short term, the experiment successfully functioned in making good install volume while maintaining good quality CPI and retention
- However, it failed to avoid inevitable ineffiency from mass marketing
- In a long run, the campaign succeeded to secure high volume and sustainable CPI, but couldn't keep high retention quality. Thus, campaign was terminated
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Additional campaign with in-app event KPI for machine learning
- Strategy : Setting up a campaign whose optimization goal event is in-app action (D+1 retention) to seek optimal campaign setting condition to achieve the ultimate, mixed campaign goal (Install volume + price + quality)
- Goal : Retention improvement and efficient volume scale-up to achieve KPI
- Action : Setting D+1 retention action as optimization event. running campaign with original campaigns with balance of the budget
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Performance :
- Short term index (2/14-3/14, Launching-1month) -
- Campaign cost : $1,946.6 (20% of all UAC campaigns)
- Install : 1,280 (20% of all UAC campaigns)
- D+1 retention : 30% (4% higher than UAC avg. of 26%)
- CPI : $1.52 (20% lower than all paid campaign's avg.)
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Long term index (2/14-5/14, Launching-3months) -
(*Rank based on campaign’s performance out of top 10 campaigns that made more than 100 installs during the period)
- Verdict
- In a short term, it succeeded to make 4% better retention overall while taking up 20% of volume configuration
- In a long run, it also succeeded to take over position of a single biggest scale campaign as it gradually made more volume with quality security
- Short term index (2/14-3/14, Launching-1month) -