Driving Mobile App Downloads with TikTok Ads

Average Cost per Download of $2.90 on iOS.

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2022-04-26

Compagnie

FlipNpik

Siège social

Montréal, QC

Nombre d’employés

1-10 employees

Industrie

Technology

https://flipnpik-na.com

Objectifs

Increase app downloads through paid acquisition.

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Défis

Tracking of downloads impacted by the iOS 14.5 update
No landing page dedicated to app downloads
Low brand awareness in Quebec

Stratégies employées par mint.

An MMP for Mobile Tracking

Implementation of a Mobile Measurement Partner (MMP) to track app downloads.

Leveraging TikTok Ads

Leveraging TikTok Ads as an emerging advertising platform.

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Influencer Content as a Performance Lever

Use influencer content to improve brand awareness and reduce acquisition costs.

Comment avons-nous atteint l’objectif ?

Selection and Implementation of AppsFlyer to Track Downloads on iPhone

The iOS 14.5 update has transformed the digital advertising industry forever. On one hand, it provides greater protection for users’ privacy; on the other, it significantly limits our ability to measure campaign performance. This is particularly true for mobile app download campaigns.

If a company wants to effectively track downloads and in-app events generated by advertising on social platforms targeting iPhone users, it must integrate a third-party conversion tracking tool into its app, known as a Mobile Measurement Partner.

We first guided the tool selection process by filtering solutions based on the client’s key criteria, namely:

User data protection
Available integrations with the social platforms used
MMP costs

Following the integration of the selected MMP (AppsFlyer), we were able to obtain an accurate Cost per Install (CPI) by campaign, audience, and ad, allowing us to optimize our campaign structure based on performance.

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A/B Testing of TikTok Ads Audiences and Ad Creatives

Since TikTok Ads is a relatively new self-serve platform and FlipNpik had no prior advertising history, it was important to quickly test several audiences along with different creatives to identify the combinations that performed best. Using two types of creatives, motion design and influencer videos, the following audiences were tested to determine the top performers:

Broad (no interests)
Content Creators (interests in photography and video content creation)
Foodies (interests in gastronomy, restaurants, bars, and cocktails)
Lookalike (people similar to those who downloaded the app)

We quickly learned that on TikTok, the best-performing ads are those that blend naturally into the feed, such as influencer-style videos that highlight the human element. Motion design visuals stand out too much from the type of content users typically consume on the platform. Content that more closely resembled what users are used to seeing in their feed achieved click-through, engagement, and conversion rates up to twice as high.