We started with an analysis of the data

In the previous year, several campaigns had been carried out, in multiple advertising channels.

Before defining the new strategy, we focused on analyzing the performance of each individual channel to discover the performance of fundamental KPIs and opportunities for growth.

The KPIs analyzed by channel:

• CTR
• CPM
• Cost per Installation
• Activation rate (how many users were using the app during the trial)
• Subscriptions sold
• Final conversion rate

These metrics helped us to get an overview of the best channels to use and the optimization activities to undertake.

We have planned a multichannel strategy

The metrics helped me to get a first general overview.

In defining the entire strategy, we structured an advertising plan that aimed to intercept:

• the direct and conscious market demand that was present in the research volumes
• and also the latent demand, trying to expand brand knowledge in other very scalable channels.

For this reason, we decided to take advantage of Google Ads and Apple Search Ads to intercept all organic searches in the various stores.

Meanwhile, thanks to Facebook and Instagram Ads, we have expanded latent demand with a target audience with the service. As we will see in the following lines, the testing of creatives and audiences allowed us to reduce the advertising cost by 48% compared to the previous period and obtain an increase of 146% in the volume of downloads.

Keyword: testing framework

The design of a channel testing framework had a major impact on the results.

For example, in Facebook and Instagram campaigns, in addition to broad audience testing, it was very useful to test different types of creatives.

‍

The various formats have allowed us not only to optimize the cost per installation, but also to understand more quantitative advertising metrics such as: CTR, CPM and CPC.

One of the three formats performed significantly better than the others and we re-proposed it in subsequent campaigns with new content designed ad hoc.

For Google Ads and Apple Search Ads, we used a framework that started from the exclusion of negative keywords that were not relevant to the service, then aimed at scaling the keywords with the best conversion rate and cost.

Monitor performance for every channel and growth rate

To measure performance, we used a Google Data Studio dashboard that allowed us to focus on fundamental KPIs in real time and have a wider overview of the weekly trend for each channel (also at the CTR and CPM level).

This dashboard, in addition to being useful to the customer for having all the fundamental KPIs under control, has allowed us to do analysis with advanced graphics to see the impact of the various tests carried out.

A strategy to further improve retention metrics

The end of the launch of the campaigns was a very important moment to analyze the results and understand what implementation strategies to undertake.

Specifically, we could see that there was an opportunity for significant growth in the final purchase conversion rate, if the user used the app during all 7 days of free trial.

From this analysis, we have defined an ad hoc strategy to increase the usage rate of the app in the first 7 days.

In particular, we have:

• structured a remarketing strategy that would accompany the user during the 7 days of the trial
• prepared an email sequence that would explain the mission of Eathlon, the benefits of the method, how to use it and a series of testimonials that would encourage the user to use the app and establish a healthy eating habit.

In an advertising strategy, it is important not to focus only on advertising metrics (such as the installation of the app), but to have an overview of the business and work to optimize all the various touchpoints before buying.