New week, new case study!
New week, new case study! ๐ค
Today Iโm sharing a success story with one of my oldest clients: We have been working together for 13 months and what we have achieved together is simply amazing.
When I started with this game, ๐ญ๐ก๐ ๐๐ฉ๐ฉ ๐ฐ๐๐ฌ ๐ ๐๐ง๐๐ซ๐๐ญ๐ข๐ง๐ ๐๐ซ๐จ๐ฎ๐ง๐ โฌ๐๐๐๐ ๐๐๐ ๐ฐ๐ก๐ข๐ฅ๐ ๐ฌ๐ฉ๐๐ง๐๐ข๐ง๐ โฌ๐๐โ๐๐๐/๐ฆ๐จ๐ง๐ญ๐ก..
The game had strong metrics and significant organic presence in one market (which was responsible of 99% of the revenue) and it was generating solid revenue. However, the campaigns (managed by a well-known agency) were an absolute mess as they were optimizing for non-valuable events.
I didnโt use any magic tricks or do anything that good UA professionals wouldnโt know. I simply applied logic:
๐ขIf a game monetizes through in-app purchases, you need to “teach” the algorithms to find users who actually make those purchases. Otherwise you are wasting time, money and resources.
I started to apply that strategy and refine the performance of the main channels with UGC creatives (something that the mentioned agency never considered ๐), bid caps and continuous budget optimizations.
And one year later…
๐We increased MRR by 151%
๐We increased DAUs by 26%
๐ฐAd Spend increased by just 44% compared to previous year and this percentage is counting ALL the testing campaigns that we launched (and trust me, we have run/still run A LOT of them) so looking at BAU campaigns, the spend increase was even lower.
The best part? Thanks to this additional revenue, we have unlocked more money to properly test new markets so the growth trajectory is really promising!
The learnings?
1๏ธโฃWork with people or companies who give you straight and honest opinions about how your app is doing.
2๏ธโฃDonโt choose agencies or consultants based on popularity alone. Demand clear, logical explanations for their strategies. If you sense youโre being misled or given vague answers, walk away!
