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Google Ads
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 Serach Ads
Week over Week Performance
After:
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:
Google Ads
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:
Broad Match:
Search Tab Campaigns
Google Ads
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 Serach Ads
Week over Week Performance
After:
Paid Ads,Apple Optimization
Health & Wellness
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