Driving down the cost of app downloads and increasing return on ad spend (ROAS) for CarCloud
The Brief and Objective:
CarCloud, a tech start-up committed to taking the hassle out of car admin approached SHC Digital to help drive forward their customer acquisition marketing to acquire new app downloads at a lower cost per download to increase return on ad spend (ROAS) and media efficiencies.
The Approach and Deliverables:
The previous digital marketing activity that CarCloud had run was across the Google ads network and the Facebook family of apps. However, both pieces of activity had been run on a cost-per-click (CPC) basis and not on a final conversion/download.
We set about restructuring the accounts and implementing the correct tracking so we could track exactly when a new user downloaded the app and only buy the media on a final download. To do this, we worked with the development team to implement more robust tracking across the Facebook platform. This allowed us to track direct app downloads it would also let us track app engagement such as registration and app usage.
Once the tracking was in place, we set the ads to fire and only pay Facebook when a user directly downloads the app either in the AppStore or from Google Play.
With this new approach subsequently, we saw a 56% reduction in the cost per result to be in line with the overall target CPA. This effectively meant that CarCloud had a 5:1 ROAS from a change in strategy and implementing the correct tracking. This gave us a decent base level to now start building on this and scaling up the paid social activity to drive a higher volume of quality downloads whilst also investing in in-app engagement activity to ensure we are Drivers are utilising the app to its fullest potential.
Don’t just take our word for it, see what the client has to say…
"SHC offer a real team effort. They strive to deliver creative ideas that think outside of the box and take our activity to the next level through proficient digital marketing solutions."
Paul Jewell, CEO & Founder, CarCloud Community