How a Gaming App Reduced CPA by 40% and Increased FTD Users by 160% Through Apple Search Ads

With the widespread adoption of smartphones and the continuous advancement of mobile internet technology, the mobile gaming industry has experienced explosive growth in recent years. A multitude of innovative gaming apps have emerged on the market, ranging from casual puzzles to role-playing games, catering to the diverse needs of different user groups. However, this has also led to unprecedented competitive pressures. Game developers need to focus not only on the creativity and quality of their games but also on their marketing strategies to ensure their products stand out.

In this highly competitive environment, Cost-Per-Acquisition (CPA) has become a key metric for promoting gaming apps. Controlling CPA means not only acquiring users at the lowest cost but also ensuring these users are of a certain quality and can generate revenue for the app. Therefore, the core challenge in promoting gaming apps is how to maintain a manageable CPA while increasing the number of first-time depositing users.

I am an ASA (Apple Search Ads) expert at FoxData, Merrin Brown. This case study aims to explore how a gaming app can effectively acquire a broader user base through the Apple Search Ads platform and increase these users' in-app purchases and engagement.

App Story

Our client launched a casual game in the Spanish and UK markets. They invested heavily in Apple Search Ads, hoping to attract more players to install the game and make their first in-app purchase. However, despite their relentless efforts, the promotional results through this channel were far from ideal, with both installation and first-time deposit numbers falling short of their targets. The high costs and low conversion rates put the client in a difficult position. Consequently, the client turned to us with the hope that we could solve this problem while reducing the Cost-Per-Acquisition (CPA).

Challenges and Solutions

The main challenges faced by the client included a low Cost-Per-Acquisition (CPA), insufficient number of installations, and lagging first-time deposit (FTD) numbers.

In response to these challenges, we adopted a holistic approach involving a fundamental account restructuring. This meant gaining a comprehensive understanding of the product, and developing an advertising strategy based on product positioning, competitive analysis, geographical location, and other factors. We then optimized and adjusted the advertising account structure according to the strategy, while monitoring data in real-time. Ultimately, to expand traffic, we selected keywords that had good conversion effects, generated a high number of FTDs, had a lower CPI (Cost Per Install), and resulted in a high number of installations for individual campaigns. We also sought to discover more search terms and track the data and conversion rates of these search terms.


👏Expert Tips: It's worth mentioning that throughout this process, FoxData greatly assisted our analysis and optimization efforts.

We utilized FoxData's Apple Search Ads platform to create custom reports, quickly generating data metrics tailored to our needs. The platform's streamlined design and convenient features significantly aided our team of ASA experts in optimizing the advertising account structure and efficiently implementing data monitoring.



Next, I will specifically discuss the targeted measures our team took for in-depth account structure optimization in light of our goals and challenges. I hope this will be of great help to you:

Challenge I: Cost-Per-Acquisition (CPA)

     1. Adjust poorly performing keywords to reduce spend

• • Pause keywords that generate many installs but no subsequent conversions.
  • Based on specific keyword installation and conversion data, pause or reduce the bid on keywords with very low conversion rates.

     2. Investigate search terms to avoid ineffective spending
     3. Strengthen well-performing keywords to increase the number of conversions

Challenge II:  Insufficient Number of Installations

The game's download numbers are far below expectations, failing to expand the user base.

Solution II

Increase Installs

1. Optimize keywords that generate installs by analyzing clicks, spend, and other data. Group them and increase bids to maximize the number of installs.
2. Pause keywords that have many impressions and a high Cost Per Tap (CPT) but do not generate installs to control spend.
3. Create separate ad groups for keywords that have never generated installs in the account and track the performance data over time.

👏Expert Tips: In addition to optimizing our existing keywords, we have also conducted research and analysis on Bidding Apps and Bidding Keywords to supplement our original account with high-quality keywords that we did not previously have.


On Apple Search Ads, you can click "Learn More" to obtain more information about bidding keywords on FoxData. Since our client's product is a casual game, we directly filtered for casual games during our research. However, it's worth noting that sometimes indirect competitors from different categories may also have the ideal keywords you need, so those should not be overlooked!

After selecting the type of competitors, you just need to click on the keywords you are interested in, and you will be redirected to Bidding Keyword Analysis to judge the actual value of that keyword.

Challenge III:  Lagging First-time Deposit (FTD) Numbers

Even if players have downloaded the game, the conversion rate for the first-time deposit is not satisfactory.

Solution III

1. Optimize the keywords that have generated FTDs by combining specific FTD numbers with data on clicks, spend, etc., and adjust bids accordingly to increase FTDs.
2. Pause keywords that have a high number of installs and high CPI but have not generated FTDs to control spend.
3. For keywords that have consistently had no data in the account, use Ads Manager-Ad Group to create separate ad groups to run and track the performance data over time.

👏Expert Tips: In addition to creating ad groups based on needs and tracking post-launch data effects, Ads Manager can also help us monitor the overall account situation, providing transparent and reliable data support for our review and strategy adjustment.

Results

Following the implementation of our comprehensive optimization strategy, the client achieved significant success in the realm of ASA .

Specifically, project data showed:

• a 160% increase in the number of first-time deposit users
• a 40% decrease in CPA

If you're interested and want to try Apple Search Ads (ASA) to accelerate action time and drive optimal performance, why not directly use our platform?

Our ASA Intelligence will help enhance your app marketing strategy and achieve unparalleled success in the competitive app market.

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