Harbin El Djazair App Project Launch
1. Google App Campaign Execution: $1,000/Month Budget
At Harbin E-Hailing, I structured Google App Campaigns (UAC) to drive app installs and post-install actions, adhering to Google’s framework for budget efficiency:
Campaign Strategy:
- Install Volume Focus: Allocated 70% of the budget ($700/month) to tCPI (target cost per install) campaigns targeting high-intent users via Google Search and Discover placements. Achieved a $8.20 CPI (vs. industry average of $12), leveraging Google’s recommendation to set bids 1.5x higher for iOS vs. Android.
- In-App Action Optimization: Dedicated 30% ($300/month) to tCPA (target cost per action) campaigns for post-install events like user registrations. Automated bid adjustments using GA4 audience insights to prioritize users with high LTV potential.
Budget Allocation:
| Placement |
Budget Split |
Objective |
Outcome |
| Search/Discover |
70% ($700) |
Install volume |
45% ↓ CPI vs. industry |
| YouTube |
20% ($200) |
Awareness & mid-funnel |
22% ↑ session starts |
| Retargeting |
10% ($100) |
Re-engage bounced users |
18% ↓ churn rate |
2. ASO with AppTweak & AppsFlyer Integration
Keyword Optimization:
- Used AppTweak to identify high-volume, low-competition keywords (e.g., “ride-hailing Algiers”), improving App Store rankings by 15 positions for 12 core terms.
- Tracked competitor metadata changes via AppTweak’s daily alerts, adjusting ASO strategies to maintain a 60% organic download growth over 6 months.
MMP Attribution via AppsFlyer:
- Integrated AppsFlyer with Google Ads to attribute 65% of installs to UAC campaigns, validating bid strategies against in-app actions like “first ride booked.”
- Cross-referenced AppsFlyer’s SKAdNetwork reports with AppTweak’s ranking data, identifying that ASO improvements reduced CPI by 15% for UACs targeting iOS users.
Creative Testing:
- A/B tested app icons and screenshots using AppTweak’s Creative Explorer, aligning visuals with top-performing UAC assets. This increased App Store conversion rates by 20%.
3. Technical Implementation
- Campaign Setup: Followed Google’s tCPA guidelines, setting bids 20% above observed CPA after initial data collection. For iOS, applied a 1.5x bid multiplier to account for higher user value.
- UTM Governance: Designed a UTM framework to track campaign efficacy across channels, later centralized in AppsFlyer for unified attribution.
- Looker Studio Dashboards: Built reports correlating AppTweak’s keyword rankings with AppsFlyer’s install data, demonstrating that 25% of paid installs originated from organically ranked keywords.
Results at Harbin E-Hailing
| Metric | Outcome |
|---|
| CPI (Cost Per Install) | $8.20 |
| ASO-Driven Organic Installs Growth | +60% in 6 Mo. |
| Total ROAS Across Platforms (AppsFlyer) | 4.8x ROI! |