42. Confidential & Proprietary
Driving app installs for Pinger
with mobile app install ads on Google
About
Pinger is an app used for free calling and texting that started out as a popular
iPod app and has also gained popularity on Android.
● Cost per install was 40% below target
● Cost per active user was 36% below target
Goals
Approach
To supplement their success on Android, Pinger was seeking a user
acquisition channel that could deliver active users at a specific target price
Results
“"We’re constantly testing media partners to help us acquire new active users for our app, Textfree. Google AdWords regularly delivers the engaged users
we look for, at a value and volume few others can match.”
— Toby Skinner, VP Marketing, Pinger
- Even as they were testing various campaign tactics and channels,
Pinger decided to test app install ads in AdWords Search
- Careful campaign design with quick iterations on on bids
and keywords
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43. Driving app installs for Hotstar
with Google search & the mobile display network
About
Star India, part of 21st Century Fox, is the largest broadcaster in India
reaching an audience of over 600MM every week. They run some of the
largest General Entertainment Channels such as Star Plus and Channel V
● Cost per install was 50% lower than Star’s target CPI
● Fastest time to 1MM app installs from a campaign on
Google’s ad platform in India
Goals
Approach
Star India decided to launch a new Video-on-Demand service under the
brand 'Hotstar.' This is a free video streaming service supported with ads. It
includes episodes of their original shows as well as movie & sports content,
and Star was looking to drive app installs at scale
Results
- Search app install ads set up with carefully selected keywords and
campaign best practices
- AdMob Run-of-network with Conversion Optimizer
44. Driving app installs for CJ Mall
with the mobile Google Display Network
About
CJ O Shopping is one of the top retailers in Korea. They started with TV Home
Shopping and extended their business into e-commerce with 'CJ mall' brand.
● 45% increase in volume at the desired cost per install price target
● 20% more efficient than other app network campaigns
Goals
Approach
Grow the user based across South Korea efficiently reaching new users
Results
“Extending display app install campaigns to mGDN was effective in finding new users and new inventory to drive app installs at a lower CPA than before.”
— Eunyoung Jun, Marketing Manager, CJ O Shopping
To target untapped users and tap into new inventory at the desired Cost of
Install, CJ Mall tested automated optimization and used in-app targeting to
extend the reach of the mobile Google Display Network.
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