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Fashion & Beauty, Retail & eCommerce
PPC, ASO
Facebook Ads Manager, Google Ads, Apple Search Ads, AppsFlyer, Google Firebase
The client is a retailer of brand shoes, clothes, accessories, and cosmetics of the world’s leading brands for the whole family. The company leverages an omnichannel marketplace represented by a website and a mobile app, along with a network of offline stores from 150+ outlets in Western Europe.
The client’s online sales increased by 61% in 2019. The company switched its primary focus to online sales due to COVID-19 restrictions, thus reaching a 70% share of mobile traffic on the website at the beginning of 2020. To increase its market expansion, the retailer updated their mobile app and needed further promotion for it. For this, the client reached out to NIX as an experienced digital marketing vendor to attract users to the app and encourage them to make regular in-app purchases.
Due to quarantine measures and offline outlets being closed with no planned date for reopening, the company bet big on online sales, particularly mobile app sales. After a major app upgrade in May 2020, our team aimed to maximize in-app sales during summer and autumn sales via app store optimization (ASO) and pay-per-click (PPC) advertising.
Our purpose in ASO activities was to drive more app downloads by improving app visibility and recognition in the Apple and Google app stores.
NIX experts conducted a competitor analysis to find growth opportunities, make visuals compelling, and stand out among similar apps. Assessment of the current app state resulted in building a detailed action plan and implementing the following changes—our experts filled metadata based on keywords frequency and expanded the semantic core.
The results of ASO adoption were as follows:
PPC activities enabled the quick casting of a wide net of users to find new prospects and lead them to the client’s app. We launched advertising campaigns on traffic-generating platforms such as Google Ads, Facebook Ads, and Apple Search Ads Advanced to drive more app installs and in-app conversions, taking the following steps:
Black Friday activities involved the following actions:
Black Friday app promotion resulted in campaigns generating 80% more revenue than in October with a budget growth of 44%.
The NIX team helped the client generate more sales, enhancing their app’s visibility, attracting new prospects, and maximizing revenue while maintaining costs almost at the same level.
ASO and PPC activities conducted in four months ensured the following results:
5 experts (ASO Expert, 2 Mobile User Acquisition Specialists, 1 Mobile Application Analytics Manager, Marketing Project Manager)
Facebook Ads Manager, Google Ads, Apple Search Ads, Google Firebase, AppsFlyer
Implementation of SEO activities and optimization of PPC advertising to increase ROMI and make lead generation more efficient.
SEO activities that ensured a smooth transition from offline to online without any drop in sales during the COVID-19 outbreak.
PPC advertising campaigns on Google and social media networks that grow key business metrics—raise return on advertising spend (ROAS), revenue, and amount of transactions.
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