- Detailed SWOT analysis
- Multi-channel user growth plan
- Dynamic Facebook audience testing
- Apple app store ad campaign
For non-branded search, we implemented an Alpha/Beta campaign structure to isolate spend on top converting keywords, minimizing cost per downloads over time.
On YouTube, we launched evergreen campaigns targeting tennis fans with an engaging video driving to a landing page to legitimize the app and value props. During tournaments, we used the same strategy as we did with search ads, targeting users who searched for tournament-related keywords on Google search.
Finally, for display advertising, we leveraged our YouTube audiences by targeting YouTube viewers who have never been to the website with cost-per-click display ads.
We’ve focused heavier ad spend during major pro tournaments (like Wimbledon and the US Open), with lower-budget drip campaigns to keep audiences warm during the off-season.
We also identified that tying copy into the tournament that’s running at the moment produces stronger performance than using more generic copy just talking about the app and its features.
apple store ads