Advertising Networks and Budget Allocation
In order to achieve the goal of as many app installs as possible for Peeps, ads were placed in the Meta, Google and Apple advertising networks.
Meta - App Install: Ads that are specifically targeted to App Installs and played out on Meta's various platforms - i.e. on Facebook, Instagram, Messenger or also in the Audience Network (third-party providers that work together with Facebook).
Universal App Campaign (UAC): Features complete automation: The targeting and bids are automatically created based on the app. What needs to be provided is text, visual assets, the languages in which the app is available and the budget to be used. Google then automatically creates different combinations of assets and displays the ads that perform best. The ads appear in the search and display network, in the Google Play Store and on YouTube.
Search Brand Campaign: Aims to increase a brand's visibility and drive potential users directly to a brand's official website or other relevant page.
Apple Search Ads: Apple Search Ads allow apps to be highlighted in the search results of the Apple App Store. They are thus an effective means of increasing visibility in the App Store and being found for specific keywords.
The channels and campaign types were chosen because they can be optimized towards the overall goal of app installs and thus achieve a lower cost per install (CPI) compared to other campaign types, as the focus is clearly on app installs.
The search brand campaign was created using only brand keywords. The aim was to direct users searching for the Peeps app via Google search to the Peeps website, where they can find more information about the app. A link to the App Store and Google Play Store is available on the website. The conversion for the search campaign was tracked as a visit to the App Store.
The campaigns and ad groups were created separately for the languages German, French and Italian. The learning from previous campaigns was that the more targeted approach and consideration of the individual languages is perceived positively by the users and thus a better performance can be expected. This was confirmed in the course of the campaign.
The budget was distributed by channel and language at the start of the campaign. The potential reach of the channels was taken into account:
Meta: 24 %
Google Ads UAC: 56 %
Google Ads Search: 3 %
Apple Search Ads: 17 %
For Meta and Google Ads UAC, a separate campaign was created for Android and iOS. The distribution between the operating systems was 50:50, which roughly corresponds to the market shares of the operating systems in the target market of Switzerland.
Furthermore, on the basis of the channel budget distribution, the distribution was made according to the languages German (70 %), French (25 %) and Italian (5 %).