BBC Good Food
Our multi-channel paid media strategy across Meta Ads, Google Ads (UAC) and Apple Search Ads, coupled with a meticulous optimisation plan, delivered exceptional results
-
35%
reduction in CPI
-
71%
increase in app downloads
-
50%
increase in in-app conversions
-
36%
increase in app engagement
BBC Good Food approached us following declining app installs and low conversions. We managed to boost their app installs by 71% with our multi-channel strategy.
BBC Good Food, the global food media brand, offers a premium app that serves as a go-to destination for food enthusiasts and home cooks worldwide. The app provides a vast collection of recipes, cooking tips, and articles, making it the ultimate resource for all things culinary.
When their team approached us, they faced a significant drop in app installs, low in-app conversions, increasing CPM, and poor setup and integration in AppsFlyer.
We worked closely with them to revamp their app marketing strategy from the ground up. We devised a tailored performance marketing plan focused on Meta Ads, Google Ads, and Apple Search Ads. Our objective was to increase app installs, reduce CPI, and expand market penetration.
Previously managed by another agency, their approach was very reactive rather than proactive, leading to:
Decreasing app installs
Low in-app conversions
Increasing CPM, driving costs up
Poor setup and integration in AppsFlyer
We set up a multi-channel paid media strategy across Meta, Google, and Apple Search Ads, which helped us maximise conversions across a variety of platforms.
Introduced a 3-step funnel using the App Download campaign type on Meta. We shifted from Traffic campaigns aimed at driving users to the website, to an app-first approach. This focused on conversion actions across the whole funnel.
Launched Google UAC campaigns to drive downloads across Android and iOS.
Set up Apple Search Ads campaigns based on search intent, tailoring bids to prioritise high-intent keywords and optimise budget allocation.
Ensured ongoing creative testing across all platforms to increase CTR and conversions.
Used different assets tailored for each stage in the user journey and optimised them for various platforms to enhance effectiveness.
We started with app download ads initially, and once enough data was collected, we segmented audiences further and introduced in-app conversion campaigns to drive higher-value users.
Implemented an ongoing test-and-learn framework for continuous improvement and performance enhancement.
Our multi-channel, full-funnel paid media strategy, coupled with a meticulous optimisation plan, delivered exceptional results, setting a new benchmark for their future campaigns:
We maximised reach and engagement by implementing a diverse paid media strategy across Meta, Google, and ASAs, resulting in a 71% increase in app downloads.
Introducing a 3-step funnel plan on Meta Ads, shifting from targeting cold audiences to a comprehensive method, helped us achieve a 35% reduction in cost per install (CPI).
Launching Google UAC campaigns and setting up ASA campaigns based on search intent allowed us to boost in-app conversions by 50%.
Ongoing creative testing across all platforms and using tailored assets for each stage of the user journey enhanced effectiveness, leading to a 36% increase in app engagement.
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