Background & Challenge
A personal finance app engaged KBR Digital to increase app downloads while keeping costs tight and ROI strong. Success meant both volume and quality of installs. (Challenge, p.2)
Strategy
KBR designed a multi-platform plan combining Apple, Google, and Meta to maximise reach and efficiency. (Strategy overview, p.3)
Apple Search Ads
Sponsored results at the top of App Store searches using a CPT model to capture high-intent users efficiently. (p.3)
Google App Campaigns
Machine-learning optimisation across placements using headlines, images, videos, and budget inputs. (p.3)
Meta App Campaigns
Direct linking to App Store / Google Play / Kindle Fire for immediate installs. (p.3)
Landing Page Strategy
Deferred users to a preferred page after download to encourage registration and deeper engagement. (p.3)
Results
Increased downloads
High volumes of installs across platforms. (p.4)
Cost efficiency
Low cost per download while maintaining quality. (p.4)
Positive ROI
Exceeded expectations for traffic and engagement. (p.4)
Fast creative execution
Used existing metadata/assets to launch quickly. (p.4)
“The campaign delivered significant improvements across all key metrics.” (Results summary, p.4)
What We Did
Planning
- Defined install quality guardrails and platform roles.
- Mapped ASA keywords + creative assets to App/Play Store.
Activation
- Launched ASA, Google App, and Meta campaigns in tandem.
- Implemented post-install deferral to registration page.
Measurement
- Tracked installs and post-install events to gauge quality.
- Optimised toward channels/adsets with strongest ROI.
Need to Grow High-Quality App Installs?
We’ll design a cross-platform plan, align creative + store assets, and optimise to the events that predict retention.