As per the strategy, we identified Google & Facebook as the key relevant platforms to be utilized for the campaign since they generated most traffic coming to the British Council IELTS website for test information. Once the platforms were finalized, we used the following steps to attain our objective
Step 1 -
Using the five-step approach, we were able to find relevant audience to target and also used that learning to figure out the keywords that was driving traffic to our website. Using this, we used a funnel approach by creating different bucket headers and under each header we identified around 100+ keywords & optimized them based on various factors like conversions, cost per clicks, impressions/reach and refined them on a regular basis by stopping and adding new set of keywords which started performing in terms of visits and installs.
Step 2 -
We used look-alike audience and reached out to them with customized communication, talking about the app features and how easy it is to take the exams and used a frequency on a higher side to create recall for the communication. We also used a combination of buys to make sure the right set of mix to get the desired results e.g. Reach, Engagement, Link clicks. This helped the campaign in the due course of time, to optimize the campaign and get the desired results which was our set objective.
Step 3 –
We used multiple static creatives with different CTAs. We also used these learnings and started funnelling our audiences across 165 countries and got positive responses in terms of time spent, site visits and app installs.
Our goal was to attain maximum download with the limited set of budgets.
119.79 million impressions
12.52 million reach
At an Industry best cost for reach at 0.002$
133K installs across 165 countries resulting in an overall acceleration of 1.3 Mn app downloads
All achieved at a cost per install at $0.21 compared to the industry benchmark of $1.37