Case Study: How LabaCabs Increased App Downloads by 180% with Google Ads – Proven Campaign Strategies Revealed!
Executive Summary
The Google Ads campaign for LabaCabs aimed at driving app downloads achieved 649 installations over a 32-day period (19th July – 20th August 2024). The campaign generated 95.6K impressions and 1.64K clicks, with a total ad spend of ₹3.35K. This translates to an average cost-per-install (CPI) of ₹5.16. While the campaign demonstrated effective targeting and engagement strategies, there are areas for optimization to improve performance and ROI.
Key Performance Metrics
- Impressions: 95.6K
- Indicates a wide reach and visibility.
- Clicks: 1.64K
- Represents a click-through rate (CTR) of 1.71% (Clicks/Impressions x 100), slightly below industry standards for app campaigns.
- Installations: 649
- Conversion rate from clicks to installs: 39.57% (Installations/Clicks x 100).
- Cost: ₹3.35K
- Average CPI: ₹5.16 (₹3,350/649 installs).
Data Analysis
- User Engagement
- CTR Analysis: The 1.71% CTR suggests room for improvement in ad relevance or creative appeal.
- Conversion Analysis: The 39.57% conversion rate from clicks to installs is a positive indicator of the landing page or app store page’s effectiveness in encouraging downloads.
- Cost Analysis
- The CPI of ₹5.16 is within a reasonable range for app download campaigns but could be optimized further by improving ad targeting or reducing non-converting clicks.
- Targeting Strategy
- The campaign’s reach suggests effective audience targeting in terms of visibility. However, refining demographics, interests, and geo location targeting might enhance engagement and conversion.
- Ad Creative’s
- High impressions but a relatively low CTR point to potential improvements in ad copy, visuals, and calls-to-action (CTAs) to better capture user interest.
Insights into What Worked Well
- Strong Visibility: The campaign reached a broad audience with 95.6K impressions.
- Efficient Landing Page/App Store Optimization: A 39.57% conversion rate reflects that users who clicked were largely motivated to download.
- Cost Efficiency: The CPI of ₹5.16 is competitive and indicates efficient spending relative to download achieved.
Conclusion
The LabaCabs app download campaign effectively reached a wide audience and achieved a competitive CPI. By focusing on creative optimization, targeting refinement, and continuous testing, future campaigns can achieve even better results in terms of engagement and downloads, ultimately improving ROI.
