Case Study | Mobile App Retargeting
Re-engaged Customers Drive Repeat Engagement
Company Overview
Acme Task is a utility app
Acme Task is a remodeling and maintenance app that assists home owners or property owners to source qualified people to execute maintenance and remodeling work.
By providing a digital marketplace for home improvement, they aim to connect property owners and prescreened, local service professionals to carry out home improvement, maintenance, and remodeling projects.
Challenge
The goal is to utilize ReAppi’’s user segmentation methods in order to obtain new users to order professional services and increase the user reach overall.
They hope to achieve an evolving retargeting eCPA per order, month over month. Consistent results are key for this campaign.
Solution
•Identify highly engaged users by building user segments and funnels around postback events to pinpoint users who made a purchase or an interview for a specific service.
•Target users who have shown interest by searching a specific category in the last 15 days, so as to not expire on their previous interest.
•Reactivate dormant high-value users who have made a purchase in the last 30/60 days.
•Retarget existing users who have given an interview for a specific service in the last 7/15 days, showing higher conversions via long session times.
•Perform creative A/B testing and a creative refresh every 7/14 days to achieve higher click and conversion rates.
•Undertake a non-intrusive approach, by capping impressions and clicks per campaign to not oversaturate.
Results
Through strategic targeting and optimization, we consistently achieved a decrease in the eCPA goal for re-engaged users each month for over 6 months of the campaign. While the unique goal of SR submit is highly specific, we have maintained value by consistently meeting this consistently evolving goal.
Our world class service undertook consistent optimization and strategic planning alongside the ReAppi product to ensure value. Tests focused to vet and fine-tune creatives were effective, week over week, month over month, illustrating that creative optimization and meticulous campaign management was a key factor in campaign success.
