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Increased Number of App Installations via Google Ads: A Case Study for i’llTip

A Brief Glimpse Into Our Client

i’llTip is a social media-based platform for freelancers who want to monetise their skills and clients who want to hire freelancers for their projects.

It is a local app that aims to bridge the gap between service seekers and providers. Users can also find volunteers for philanthropic causes for the welfare of the community.

Industry

Others

Tech Stack

Google Ads, Google Firebase

Country

UK

The Challenges We Faced Along the Way

The project presented several challenges that required strategic planning and careful execution. Here’s a closer look at some of the challenges that we had to overcome:

Limited Budget
The client had a very tight budget of $8 per day, with an initial limit of $5-$6, which is significantly lower than typical Google Ads campaigns for app promotion. A limited budget means fewer impressions and clicks, which makes generating significant traffic and app installs challenging.

Target Location Constraints
The potential pool of users was limited. This constraint on location significantly reduced the available audience compared to targeting larger metropolitan areas.

Cost Per Installation
With a low budget and a limited audience, keeping the cost per installation (CPI) low was crucial. Typically, app installation costs range between $2-$3 per install, but we had to work to keep it around $0.50, a challenge that required careful optimization.

Creating Effective Ads
With the tight budget and the specific geographic targeting, creating high-converting ads using text, images, and videos that would entice users to download the app was crucial for the campaign’s success.

Our Primary Approach for This Project

Given the challenges outlined, we crafted a meticulous and phased approach to ensure that the limited budget was spent wisely and that the desired outcome was achieved. Here’s a closer look at our strategy:

Demographic and Audience Analysis
We conducted a detailed analysis of the target demographics in Omaha, Nebraska, and created specific audience segments that were most likely to download the app based on their interests and behaviors.

Creative Development
We created compelling ad texts, images, and videos tailored to the needs of freelancers and clients in Omaha. The ads were designed to attract attention, explain the benefits of the i’llTip platform, and encourage app installs.

Phase-Based Approach
We started with a modest $4 budget focused on Omaha, with a second phase of another $4 for areas within a 50-mile radius of Omaha. This strategy helped us gradually expand the reach without overwhelming the budget.

Conversion Tracking via Google Firebase
We implemented conversion tracking through Google Firebase to accurately measure app downloads and the effectiveness of the ads. This allowed us to refine the campaign continuously and ensure that the budget was being spent efficiently.

Continuous Optimization
Throughout the campaign, we monitored performance data closely and optimized the ads based on real-time results. This helped us adjust the targeting and creative elements to maximize the effectiveness of each dollar spent.

Our Primary Solution for This Project

The client reached out to us for running a Google Ads campaign. He targeted Android users residing in Omaha, Nebraska.

Our Goals & Objectives
After perusing the client’s situation and analysing his requirement, we set the following objective:

To improve the number of app installations via Google Ads Universal App Campaigns

The client had a limited budget of $8 per day; he wanted to spend only $5-$6 in the beginning. This was challenging for us as a higher budget garners more traffic. On top of it, the target location is Omaha which is a small town in Nebraska.Keeping the budget restrictions and location constraints in mind, we strategized the campaign. Here are the steps we followed:

Phase 1: We analyzed the demographics and set the target audience.
Phase 2: We created texts, images and videos to entice potential users.
Phase 3: We initiated the campaign with $4 for Omaha.
Phase 4: We invested another $4-budget for nearby areas of Omaha (within +50 miles radius).
Phase 5: We set up conversion measurement via Google Firebase.

Our team with demonstrated experience in this field achieved the desired outcome.

Results

The outcome of the Google Ads campaign was highly successful, even with the constraints.

200+ App Downloads

Over the course of 45 days, the campaign resulted in more than 200 app downloads, showing that the targeted strategy was effective in driving user acquisition.

Low Cost Per Install (CPI)

Despite the low budget, we were able to keep the cost per install around $0.50, which is significantly lower than the typical CPI range of $2-$3.

Strong Ad Performance

By focusing on the right audience with tailored messaging and optimizing the budget allocation, we were able to achieve optimal results within the given constraints.

Satisfactory Outcomes

The entire campaign ran on a tight budget, yet we were able to exceed expectations and deliver results that were both cost-effective and impactful for the client.

Fulfilling Client Needs One Step At A Time

Despite the challenges of a limited budget and the small geographic target area of Omaha, Nebraska, the Google Ads campaign for i’llTip was a resounding success. By using a phased, strategic approach and leveraging tools like Google Ads and Firebase for tracking, we were able to generate more than 200 app downloads with a cost per install significantly lower than typical rates. This project serves as a testament to how smart digital marketing strategies can yield impressive results even with stringent budget and location constraints.

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Clients Love Partnering With Us

We were satisfied with the results. The initial hurdles seemed almost impossible to overcome, but Brainium did fine with the restrictions imposed on them. We’re glad to have chosen such an amazing IT service provider for assistance.