Socialpoint Uses Skai Apps Automatic Bid Optimization To Drive Volume And Acquire Higher-Value Users On Apple Search Ads
Background
Socialpoint is a world-renowned mobile game developer and publisher. Its user acquisition team has been utilizing Skai Apps for over seven years to drive performance across Facebook and Apple Search Ads for all of its popular games, including Dragon City. By using Apple Search Ads, Socialpoint is able to promote its apps at the top of search results in the App Store.
Challenge
Having used Skai Apps for some time, Socialpoint was already seeing benefits such as being able to better manage and scale its campaigns across multiple geographies by changing bids and adding keywords in bulk. However, the team was still changing bids manually within the solution which was incredibly time consuming and with aggressive volume and D3ROI goals they knew they had to adapt.
Solution
The team adopted the Automatic Full Funnel Bid Optimization feature within Skai Apps to take the hard work out of daily manual keyword bidding. After working with the Skai and Apple Search Ads teams to define the optimal campaign structure – Socialpoint was able to focus the automatic bidding within Skai towards achieving full funnel targets.
The solution allowed the team to set specific target goals against all of their in-app actions and automate their keyword bid decisions around the clock. With better control over their eCPA’s, they were able to bid more effectively on the keywords that worked for them, increasing their volume and overachieving their D3ROI goals.
Results
Since activating auto-bidding, Dragon City saw a 30% increase in volume and significant increases in D3ROI. The following performance improvements were also recorded after making the shift to auto-bidding:
- Installs increased by 157%
- eCPI decreased by 15.8%
- Spend increased by 116%
- D3ROI improved by 98%
Challenge
- Although Socialpoint was already seeing the benefits of being able to better manage and scale its campaigns using Skai Apps, they were challenged with manually changing bids which was incredibly time-consuming.
Solution
- The Automatic Full Funnel Bid Optimization feature within Skai Apps allowed the team to set specific target goals against all of their in-app actions and automate their keyword bid decisions around the clock.
Results
- Installs increased by 157%
- eCPI decreased by 15.8%
- Spend increased by 116%
- D3ROI improved by 98%
“Handing over bidding controls to Skai was something we were wary about given the pressure to hit targets. However we needn’t have worried - the results from using Automatic Bid Optimization for our Apple Search Ads campaigns have been outstanding!”
Michael Jessen, User Acquisition Specialist - Socialpoint