Boost Social App Campaign CPIs During High Peaks of Seasonality
April 16, 2018
An important aspect of any type of marketing is understanding when seasonality hits your business and how to capitalize your existing brand awareness during this period. The same holds true when marketing your app. Search is one of the most common networks to advertise apps, but how do you know if you should invest more of your budget towards social app campaigns during these high times?
Let’s go back to brand awareness for a bit. It’s important your app has existing brand awareness. But what does this mean? Your app should be the first to mind when a user needs your service. Your company should be considered an industry leader and a brand people have come to trust.
Below I share the results we saw from one of my client’s during a high seasonality period.
During usual periods, outside of seasonality, two top search platforms (AdWords and Apple Ads) see great performance in terms of less expensive CPCs and install rates. Looking at these metrics, it would be preferable to shift budgets over to search:
However, it becomes important to turn to social campaigns to capitalize during peaks of seasonality and increased traffic. We specifically saw increases in Snapchat during these peak periods. CPCs decreased by 79%, install rates increased 124% and cost per install decreased by 92%:
We realized that as seasonality hits, search CPCs saw a rise, while social CPCs decreased. We saw conversion rates increase in search and social networks, however, it became more cost efficient to shift budgets towards social due to the rate at which users were installing. Having brand awareness and using social can help enhance performance throughout these peak periods. However, if you need to generate awareness for a new product or service you can expect higher costs from social and cheaper clicks from search. Since search tends to capture the demand generated from social and other marketing channels.
Browse By Category
4 Tips on Generating Leads for SaaS Clients
SaaS clients have a stereotype of moving really fast and want quick results. Here are 4 of my top tips on how to generate paid search leads through AdWords.
Why You Should Be Using Facebook Canvas Ads
Explore four reasons why you should test canvas ads on Facebook.
The Future of Ad Copy in an AI World
In this webinar, AdFury’s Christopher Hoover and Hanapin’s Lauren Rosner will discuss the hot topic of AI and what the future could look like when automation becomes more and more popular in our industry – the good, the bad, and the challenging.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
Reasons to Not Use an Automated PPC Bidding Strategy
There are so many situations when it is a good idea to test out PPC Bidding Strategies on campaigns. In this article, we are going to discuss different reasons why you might want to avoid using automated bid strategies.
Take the 2018 State of PPC Survey!
We're looking for marketers to take our State of PPC survey! The survey takes about 5 minutes to complete and establishes benchmarks, identify trends, and helps marketers around the world understand what's working and what's not in PPC.
How To Avoid Overlap Between Multiple Similar PPC Accounts
Get tips on how to avoid overlap between multiple similar PPC accounts and start becoming more effective at running ads for multiple or related brands.