Into every county and the population statistics. We used Google Ads location setting and compared the numbers with the data from the Romanian National Institute of Statistics.
We used Google Search Network with the Universal App Campaigns at the beginning of the collaboration to assure people that the brand can be trusted.
Utilised Google Scripts to boost promotion during rush hour ( from 07:00 am to 12:00 pm, and from 17:00 pm to 19:00 pm) during the working days, and weekends (from 18:00 pm – 02:00 am).
- External Data
We matched free rides/discount codes to external data such as rush hour, weekends and religious holidays to not only promote the app but to make sure that the app is a must when travelling in the city.
Created new funnels to encourage even more people to use and install the App through YouTube, Display Network and through the app notification.
- Customer Behaviour
We analysed, interpreted and built strategies around customer behaviour to ensure maximum efficiency – e.g. implementing remarketing campaigns, dedicated ads for every location, ads tailored for every age range, etc.
Using Google BETAs in relation to Universal App Campaigns to keep ahead of the competition. e.g. (Uber, Taxify, Star Taxi and every app of the taxi companies from our targeted locations).
We innovated by pulling the date and hourly range into a shared Google doc. Using APID and Ad Customiser scripts we were able to dynamically insert CPAs hourly and update and modify the CPA’s directly through this Google shared doc for every hour we want.
We used a script to pause any ads from showing if the daily budget is depleted before the end of the day. We used another script to insert new text ad ideas for Universal App Campaigns to tailor new ads quickly, to avoid losing app installs.
APPROACH 3: UAC & ADJUST / APPSFLYER
The goal was to increase downloads as well as usage of the app, but we had to decide which actions led to an increase of usage and ROI. We took the following steps to ensure the client’s goals were met:
- Determine the different actions a user takes within the app.
- Set up goals/tracking for these events
- Categorise these actions in low/mid and high priorities.
- Build UAC campaigns to optimise for these tiered priorities.
- Different priorities/actions meant our UAC campaigns included tailored creatives. As an example, those that had downloaded but did not make a payment within the app were targeted with offers such as ‘First Ride Free’.
It was important we set up the UAC campaigns for either ‘Install Volume’ or ‘In-App Activity” to ensure we captured volume as well as the relevant users.