yellowHEAD Has a Way with Words & Campaign Success!
A leading gaming company achieved high-value performance at scale for their Word Game app with yellowHEAD’s UA experts and creative analysis technology.
The Challenge
Reach 20% ROI D7 and scale investment across different products, while maintaining high ROI and low CPA.
Our Approach
At the beginning of the activity, yellowHEAD’s UA experts were able to reach 20% ROI, but at a low scale. The team started scaling investment month-over-month while putting efforts on maintaining the ROI above 20% with low CPA. Different strategies were implemented in order to meet and exceed KPIs.
Scale
yellowHEAD managed to scale by 400% while maintaining ROI above the 20% KPI. By utilizing Interest targeting (previously used in Tier 1) and Lookalike campaigns, the team was able to take the top audiences and creatives and expand worldwide. This expansion led to a shift in budget allocation from 100% in Tier 1 to an 80:20 (Tier 1:WW) split.
CPA Optimization
yellowHEAD was able to decrease CPA by 32% and increase ROI D7 by 60% through identifying an opportunity on the Audience Network and testing worldwide language targeting. A comprehensive analysis of worldwide campaigns led the team to focus their optimization strategy on targeting English speakers.
In addition, an analysis of platform and placement level results displayed good performance in the Audience Network, which led the team to create several campaigns dedicated to this platform as a standalone. By doing so, yellowHEAD’s UA experts managed to increase the Audience Network budget share by 88% and improve CPA.
Creative Optimization
yellowHEAD managed to improve CPA through recognizing and implementing insights from our proprietary creative analysis technology, Alison, which led to a spike in Instagram performance.
Using creative recommendations provided by Alison allowed the team to identify positive results for Vertical 4:5 dimension creatives on Instagram. Up until that point, creatives were mainly focused on 2:3 dimension, as they showed good performance across Facebook and the Audience Network.
Focusing on Vertical 4:5 creatives helped increase Instagram results significantly. Based on this finding, the team managed to increase the share of investment on Instagram by 140% and boost ROI by 30%.
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