Quo Vadis’ User Acquisition: +20% organic additional user
Objectives & ChallengesOS: iOS only Location: Five French-speaking countries (France, Belgium, Canada, Switzerland, Luxembourg). Objectives :
To better position the app in a highly competitive market.
To compete directly with native phone apps.Sources : 3 active sources: Facebook, Apple Search Ads and Twitter Period of Time: Campaign launch at the time of the brand’s high selling points: the start of the new school year and the end of the year.
- Set up Search campaigns on Apple Search Ads to capitalize on the keywords searched by users on this type of products.
- Launch Facebook/Instagram campaigns to acquire new users.
- Optimize campaigns according to events within the app: creation of a task or an event.
- Analyze the subscription rate on our campaigns.
TargetsSince the app could be used by the greatest number of people, we tested different targets in order to identify those who performed best.
- « Look a like » approach on people who have already completed a task within the app.
- Demographic target: conducting gender-specific campaigns to achieve the lowest costs.
- Target people by interest.
Where to?Within these three different activate sources, we fine-tuned the locations based on performance at the time of campaigns: Newsfeed Facebook and Instagram & Audience Network.
DesignsAs Addict Mobile manages the creation and adaptation of all the visuals, we were able to A/B test different color combinations and formats in order to identify the most effective ones.
- Static Visuals (banner + square)
Additional Organic DownloadsBy increasing expenditures to generate more volume during campaigns, the app has climbed up in the stores’ rankings. As a result, it gained visibility and had a direct impact on the number of additional organic downloads: between 10 and 30% depending on the month. App Store Optimization The ASO is important in acquisition campaign. It ensures that users recruited during acquisition campaigns will land on a page that is optimized to maximize conversions. Addict Mobile has supported Quo Vadis on that matter.
- Competitors’ analysis and positioning
- Keyword recommendations based on relevance, level of difficulty and competition
- Production of descriptions according to the identified keywords
- Screenshots and presentation videos about the stores
- Recommendations on the elements that make up the page: titles, icons, etc.
- CPI inferior to €1, 50% decrease vs. targets
- Conversion rates equal to organic ones
- More than 50 different campaigns tested in 2.5 months
- 20% additional organic users during the campaign period
- Ranking top 30 in the “productivity” category!
Addict Mobile teams are attentive and reactive. The acquisition campaigns set up have generated high volumes of downloads.Flore Thellier, Communication Manager
Article en relation
Cityscoot is the number one service for self service electric scooters. Launched in 2016 in Paris, the brand has rapidly expanded to Nice, Milan, and Barcelona, offering more than 7000 scooters to all those who wish for an effective urban transport, face in the wind. Addict Mobile supports Cityscoot in its European growth by managing user acquisition campaigns for its application with a cost per first ride objective. Activated sources: Facebook, Google and Snapchat. City Targeting, a challenge for mobile app acquisition Broadcasting acquisition campaigns on a city scale implies several constraints: – The more restricted the targeting, the higher the acquisition costs. – The visuals must be adapted to the usage and routes of each city in order to maintain good transformation rates and thus reach performance objectives. How to keep acquisition costs low with specific targeting? By adapting the OS and sources to each city: depending on the results of the campaigns, Addict Mobile’s teams increase investments in the sources or OS that deliver the best performance. By varying the optimizations according to the sources: on Facebook and Google, campaigns that are optimized […]Publié le 7 April 2021
The latest major changes in the mobile app ecosystem (privacy, Apple’s ATT Framework, maturity of advertisers.) are forcing players in the mobile ecosystem to offer the most complete service possible to cover the entire mobile marketing chain. Owning your first party data and therefore having your own data to monetize your audience and offer effective advertising campaigns is one of the major challenges of 2021’s ecosystem. Everyone wants to put their SDK in the apps to know their users and maximize the revenues of their campaigns. Lately, there have been a lot of acquisitions of AdNetworks, tracking tools, analytics tools and monetization structures. The ecosystem is consolidating, the companies are getting stronger. Brief overview Vungle mobile app install company acquires GameRefinery, a leading cloud-based mobile game analytics platform with deep contextual data sets and image-recognition technology that helps developers market, design, and monetize their mobile games. “GameRefinery’s deep contextual data will offer new ways for advertisers to find relevant audiences, using non-personal data such as player motivations, moods and styles and audience personas, for campaign targeting with no device level ID required.” “With upcoming changes on iOS 14 and the removal of the IDFA, advertisers are looking […]Publié le 1 April 2021
In our first article we explained the importance of the soft launch for launching mobile games: identifying objectives and KPIs to track, determining a budget and time-line and, finally, developing ASO strategies to maximize conversion rates for your game. This second article focuses on which countries to choose for your soft launch, depending on your objectives and the insight you want to obtain. Avoid audience burnout The choice of country for soft launching your app is crucial. In fact, we recommend that you avoid testing in the country in which you intend to officially market your game. This would be far from ideal. So you want to avoid launching the game in countries with the most qualified audiences. If you attract a large number of qualified users to a game that they don’t like, which doesn’t motivate them or generate enough revenue, these players will be “unprofitable.” They simply won’t come back. Therefore, it’s best to delay releasing the game to this kind of audience until you have an advanced version. This means avoiding the best geographical locations (= those generating the most revenue) which are best left untapped for the hard launch. Furthermore, these locations, featuring […]Publié le 29 März 2021