Client Success: Increasing App Installs at a lower CPI

Weekly Installs
100 %
Less in Cost per Install
Weekly In-app Payments


A young tech company (name withheld to protect data) introduced a videoconference app and needed quick increase in number of installs. The company had been internally managing an AdWords Pay-Per-Click advertising account for over a year, however this channel was one of the poorest performers within their Marketing-Mix.


Adwords efforts were becoming far more expensive and returning less on their investment due to the huge discrepancy between the actual and the goal KPI numbers.

Main KPIs: Number of app installs and Cost per Install (CPI)

Goal:  To increase number of Installs at a given or below the goal CPI

Actual historical CPI: $90

Goal CPI: $15


  • Account restructure aiming for higher granularity and precise naming convention
  • Launching new campaigns types (Search campaigns, App install, Universal app Campaigns)
  • Fixing app tracking issue ensuring that correct data about app installs is recorded
  • Removing Google ban to advertise sensitive topics
  • Solid keyword research to find low-cost longtailsDaily cleaning of irrelevant
  • expensive searches with negative keywords


Solving tracking problem and gaining an ability to bring people to appstores to download the app allowed to reach next KPI improvements:

  • 915% CPI decrease, from $90 to $7,6 which is ca. 2 times less as the goal CPI
  • Numerous increase of avg. Number of Installs – from 7 per week to 290 per week



Ready To Get In Touch?

Get Your FREE Google  AdWords account audit and see where you could be saving money

Get Your FREE Google  Shopping Feed audit and see how can you get better visibility at a lower cost