Mapping out a Path to Success

aitarget — Tue, 08 Jun 2021 13:19:44 +0000

How a navigation app doubled installs with Aitarget’s automation tool

How do you stand out from the crowd and increase brand awareness in a market that’s saturated with a variety of similar products? That was the challenge facing MAPS.ME, a mobile application that offers offline maps of all the countries in the world, for free.

The map app market is dominated by Google Maps, which is favored by 70 percent of iPhone users. MAPS.ME partnered with Aitarget to increase awareness of their brand, to scale and amplify its reach. We launched a campaign to strengthen its acquisition rate among mobile users, and spread its reputation as a trusted offline map source to a much larger audience.

Why a brand awareness campaign?

Brand awareness campaigns target people who are most likely to be interested in a business, as Facebook connects brands with users who are similar to their current clients.

Such campaigns help businesses introduce people to their brand and products, by promotion “in the places where people discover new things” – among Facebook and Instagram communities who watch videos and are looking to discover new things every day.

A well-executed campaign can prompt an audience to explore a businesses website, page, or app, and encourage them to remember the creative ads, and therefore the brand or product.

The challenge

In a saturated market for map applications, the main challenge for Aitarget and MAPS.ME was to increase their app’s market share and establish its position as the most popular product in their niche.

The solution

While traditional brand awareness campaigns on social media can be great for brands, they cannot be optimised for installs. MAPS.ME was keen to increase both overall awareness of its brand and the number of installs of its app. So we came up with a cost-effective solution to run an App Install campaign and restrict the CPI for each region through automation rules. Aitarget’s automated bid control strategy helped our client get a significant reach.

“In terms of scale and high-quality traffic, Facebook and Instagram are irreplaceable partners,” said Ex Vice-President of Mail.RU Group. “Working with Aitarget let us get maximum profit.”

The campaign reached 55 million users in more than 50 countries, and contributed to a doubling in MAPS.ME’s mobile app installs, as well as +9 points install growth rate for from-click-to-install conversions. More installs, and much greater brand awareness.

“Aitarget is a really powerful tool for optimising Facebook campaigns,” said CMO at MAPS.ME. “It helps us to support thousands of real-time working creatives. We are really excited to use the Automation tool which helps us to acquire thousands of high-quality installs every day with low CPI.”

A Dynamic Ad Tale About a Traveller

aitarget — Sat, 21 Sep 2019 15:52:18 +0000

Learn how a DAT campaign for a booking service attracts hotel guests

Each ROAS trip begins with a customer. When it comes to a booking service, customers invest in the ROAS with their own travelling endeavours.

Let’s follow Ann’s adventure through the customer funnel, as she gets hooked by Hotellook, who used one of the hottest Facebook ad formats: dynamic adverts for travel (DAT). This format lets hotels and other travel businesses automatically show adverts in Facebook, Instagram, and Audience Network to people who have previously demonstrated interest by visiting your website or mobile app.

Now let the funnel journey begin! At the end of the story we will reveal some exciting results of Hotellook’s DAT campaign conducted with Aitarget.

Voyage voyage

Dynamic ads for travel should be created on the basis of website/app user data collected by Pixel/SDK to target those who are interested. The catalogue of hotels or other travel products that you want to suggest to the users should be created in advance and uploaded on Facebook in a proper feed format.

Interest. Ann is planning her and her boyfriend’s trip to the Maldives from 1 October till 14 October. She’s been surfing across many booking services from her mobile, and two days ago she came across the Hotellook app, searched for a while for a suitable hotel, but left the app without booking. The Facebook SDK set in the Hotellook app triggered her actions and it now knows her interests and considerations regarding desired destination, dates, prices, and facilities.

Prompted Consideration. Later, both in Facebook and Instagram Ann finds Hotellook ads not only of the hotel that she nearly booked, but also of very similar ones in the same sought-after archipelago. All data about the hotels is synchronised with Facebook via Hotel catalogue, whereas Hotellook has no hustle-bustle with creatives, checking prices, and room availability.

Whether someone has browsed hotels but didn’t book, or bought a flight but didn’t make a hotel reservation, Facebook dynamic adverts are capable of targeting that person with relevant adverts based on specific dates, destination, and other information about their upcoming trip.

Further Consideration. When Ann follows a link to an external website from her Facebook news feed on her mobile she sees the same hotel advertised as the Audience Network is involved.

Purchase Convinced, Ann clicks the call-to-action button “Book Now” and continues with her buying. The ad redirects her exactly to the hotel she was looking for and she successfully books a room for the romantic holiday.

It is a very smooth process, and a DAT saves hours of routine and cumbersome work for an advertiser. Let’s examine the nuts and bolts of how it works.

Audience Network spreads out your Facebook ads across external platforms (to other websites and apps using the same targeting settings and auction).

Case Study: Hotellook’s travel DATes

Hotellook is a booking service with an app that represents the simplest way to compare hotels and prices across 80+ leading hotel booking systems.

The company chose to launch a DAT as a new ad format for their promotion throughout Facebook. Hotellook opted for a DAT campaign teamed with Aitarget for hotellook.com, their hotel booking assistant. The campaign spanned Instagram, Facebook, and Audience Network for mobile devices only.

The product catalogue of hotels contained detailed information about more than 200,000 hotels. The ads were targeted to people of all ages who have searched the site or app within the past 10 days, but have not booked anything.

The chosen ad format was Carousel, with the “Book Now” CTA. The optimisation was set for link clicks and conversions.

The app encapsulates information about the best hotel deals from 760,000 hotels in 205 countries, and it comes at your fingertips with a single click.

A triple treat!

The DAT click-through rate was 1.76% compared to a previously used DPA rate of 0.51% – more than a threefold increase in CTR compared to a standard campaign.

Therefore, whether you are looking to drive efficient bookings at scale or want to increase hotel bookings by re-targeting people, we strongly advise you to ramp up your sales with a DAT.

Aitarget’s Six Commandments before you run a DAT

Set up a Facebook pixel for your website and/or Facebook SDK for your mobile app;
Compile a product catalogue with detailed information, including pricing;
Test tags in your ad template;
Add trip dates and destinations into your URL;
Use only high quality appealing pictures; and
Optimise bids.

travel – My Blog