Scaling heights: 30X app installs & 3X profit with automated global bid strategy
Genre: Hyper Casual - Simulation
Achievement: Increased app installs from 200/day in Tier 1 countries to 6,000 /day globally
When asking UA managers about their current UA strategy, many share that they are only focusing on Tier 1 countries coupled with big markets in Tier 3 countries like India or Brazil. If their strategy is working so well for these countries, why can’t it be replicated for the remaining 200+ countries to increase app profit exponentially? We received a unanimous answer: Not worth their time.
Indeed, how is one going to monitor and optimise bids for over 200 countries all at once, not forgetting to multiply this across all ad networks. This can easily sum up to thousands of active data points to analyse at any given time. So they are right about just focusing on the big markets… while leaving the rest to Bid Automation.
Seeing great growth potential in the untapped markets, Cost Center team worked closely with one of our clients to test out a UA hypothesis for their hyper casual - simulation game.
Our Hypothesis:
By optimising for the cheapest installs, we could know which country can potentially bring profit with minimum spend, allowing UA managers to focus on these newly identified markets.
Here’s how we setup our UA experiment:
- Create campaign in Unity with a bid set at USD0.01 for all countries, with budget at USD10 each using Cost Center’s Global Campaign Setup.
- Next, setup Bid Automation for Cost Center to monitor the campaign daily.
Explanation: If the ad network daily installs is lower than 100, increase the bid of that country by USD 0.0005.
This setup is equivalent to having a UA manager manually review each country and campaign on a daily basis, gradually increasing the bid until the desired installs are achieved.
Within 2 days, the first profitable market was identified: Iraq. With a bid at USD0.01, the budget of USD10 was exhausted completely, resulting in a good 80% for ROAS D1. BINGO! In the following days, many more profitable markets were spotted with almost zero effort.
With such positive results, the UA team is happy and confident that this global bid automation strategy can be cloned for different ad networks that support bidding at country level. Extending this strategy saw a 30X increase in installs within 30 days, the next challenge will be to maintain and scale up the campaign for sustainable growth. Let’s not forget that UA is all about experimenting, testing, refining and more testing!
Food for Thought: If ROAS is at 120% with eCPI at USD0.01, is it really profitable?
Short answer: No, because most MMPs are charging at least USD0.004 per conversion.
Long answer: Yes, drop us a message to find out how you can make this profitable.
Do stay tuned as we share more updates on UA case studies!
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