A fast-growing player in the photo books industry, Once Upon is unique as an app-only company. After a few years of organic growth, it was in a position to expand its product and its customer base. Acquiring new customers, however, can come with a price tag. Once Upon needed to maintain a lower cost-per-install, lower cost-per-engagement, and lower cost-per-second-post, an industry-specific metric measured when the user posts a second photo in the app.
Once Upon’s mobile app growth agency Phiture chose Skai’s App Marketing solution, known for its expertise in Apple Search Ads (ASA) campaigns. Together, we crafted a custom solution to test multiple geographic targeting and strategies with our Bid Optimization feature.
With bulk creations and bulk actions, changes that previously took several hours of tedious manual work could now be done in minutes, leaving more time to garner learnings, think strategically, and make long-term plans for ASA campaigns.
Phiture also took advantage of the data granularity offered in our solution. Once Upon’s mobile measurement partner (MMP) data was organized with advertising performance data in a single platform for the first time. This allowed for high-level optimization and data-driven decision-making, generating more awareness and business for Once Upon.
“Skai has been crucial in driving performance for Once Upon. We saw massive efficiencies in our app campaigns when we implemented Bid Optimization. This made growing our client’s business and staying ahead of goals a breeze,” said Chandricka Sharma, Performance Marketing Consultant at Phiture.
In just a few short months, we saw massive improvements, including a 32% year-over-year decrease in cost-per-install and 61% year-over-year decrease in cost-per-second-post. The team nearly tripled the number of Apple’s App Store targets, testing more than 12,500 keywords, of which 2,334 were managed with the Bid Optimization feature.
Skai’s marketing platform connects your data across the walled gardens to help you optimize campaigns and reach consumers like never before. We empower brands and agencies to plan, execute, and measure campaigns in one unified platform with best-in-class automation and optimization capabilities.
Explore Skai’s marketing platform or request a meeting with one of our experts to learn more.
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