The Challenge
As one of the world’s top video editing apps and a fan favorite in both the App Store and Google Play, Videoleap had already amassed a huge following. But as is common, with rising popularity comes rising costs and the need to optimize becomes even more clear. In this situation, yellowHEAD and Videoleap decided to focus on reducing the Cost Per Acquisition in the most efficient way possible.
yellowHEAD UA did a thorough analysis of areas for improvement and learned that it would be most effective to lower CPA by encouraging people to register through their website before downloading the app (where all app functionality takes place).
Furthermore, each user acquired through the site on desktop came as a bonus to the UAC (universal app campaign) activity from mobile devices.
Our Approach
At first, the Cost Per Acquisition for Videloleap’s existing campaigns was on the high side and there was definitely room for improvement.
yellowHEAD and Videoleap were committed to getting results, even if it would take lots of patience and even more optimizations. In those first 45 days, ad spend was high, though this is what eventually allowed CPA to decrease.
The first stage involved splitting the campaigns with enough traffic into different categories and customizing each message.
Next was splitting up the campaigns by mobile and desktop using separate landing pages. As we learned more and saw better results, we continued testing new iterations constantly to keep the improvements coming.
yellowHEAD User Acquisition then ramped up campaign effectiveness by testing many different geographical locations, which further improved traffic allocation.
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