Planned Parenthood Direct (PPHD) is an app that allows women to get birth control, UTI treatment, or find the nearest health center from their phone.

Google Ads:

In this role the biggest challenge was finding ways to track app downloads and utilize Google's Performance Max campaigns rather than just App Campaigns.

Apple Search Ads

Challenge:

Upon coming onboard, Apple Search Ads, was already a top performing channel with the Lowest CPI. However, they were not able to expand the channel.

Apple Search Ads is extremely effective channel and typically has high conversion rates. The obstacle is expanding your ad campaigns to effective keyword lists.

PPHD covered the exact match brand keywords and some non-bradned keywords, which was helping them spend about:

Week over Week Performance

Before:

• Spend: $1800
• Installs 600 installs a week.
• Avg. CPI: $3.00

Google Ads

1. Fixed Google Ads to Apps Flyer Tracking
2. Implemented Performance Max

1. Fixed Google Ads to Apps Flyer Tracking

With non app campaigns, Apps Flyer won't give downloads/install back into Google as a Conversion. However, what you can do is attribute it back to the campaign in apps flyer.

The challenge you face is getting conversion data for you campaigns in platform. So what you have to do is create a signal/conversion. This can be a page load, button click, or url direct to download your app. This gives you campaign in platform data to optimize to and data to then you can attribute how many of those clicks became installs. (Pro Tip: it should be above 50-60%)

2. Performance Max

App Campaigns are great automated campaigns, but Performance Max Campaigns allows us to further target users and expand our reach in areas that the App Campaigns can't.

In doing so, Planned Parenthood was able expand their Google Ad budgets, increase budgets from Affiliates, and decrease Cost Per Install (CPI) costs by 45%

Apple Search Ads

We quickly implemented Automated Search Match Campaigns, setup Broad Match Campaigns, Expanded Keyword Groups, and set up Search Tab Campaigns.

Search Match Campaigns:

• Automated that lets Apple find keywords they think will convert.
• Best to keep at a low budget and watch closely.
• Negative Keywords that don't perform and add performing Keywords to you regular campaigns.

Broad Match:

• Broad typically have a broader reach at a cheaper 20%-60% cheaper cost than exact. They are most effective when running both Exact and Broad in separate campaigns

Search Tab Campaigns

• Are a great way to increase exposure of you app in the Apple Platform.
• This campaign type will usually have cheaper Cost Per Thousand Impressions (CPM) than almost any social platform.
• CPM - Typically under $5
• Cost Per Click/Tap (CPC or CPT) - Typically under $2
• Cost Per Install (CPI or CPA) is more expensive