A subscription utility app · B2C · guest's own app
Move winning countries into their own ad campaigns, raise bids, and keep the best running
Top campaigns return ~400% ROAS; US barely breaks even
Workedapple-search-ads
What they did
After discovery, shift focus from keyword to country: for each winning country, research related keywords in that store. Campaigns move through tiers: test (low bid) -> mid (bid raised a little when data is good) -> flagship Tier 1 campaigns kept running until performance drops. The country-focused tiering was set up this month with App Masters. Current focus countries: Indonesia, Singapore, Saudi Arabia, Malaysia, Japan.
What happened
Flagship campaigns ~400% ROAS, average ~350% across tiers, CPI $0.37, install-to-trial ~17%; US ROAS only 1.2
This shipped together with other changes, so the result can't be credited to this alone.
“So now we focus on the country, not the keyword.”
“So if it's good, we just increase the bid a little bit because we see a good, uh, data coming from these keywords from their country, and focus on it. If it's good enough, we just have flagship- flagship, uh, campaigns”
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