August 23, 2017
ChimpChange bridges the gap between peer-to-peer payments and traditional banking, making it easy and affordable to send fast and secure mobile payments and do all your daily transactional banking. With their all-in-one app, ChimpChange is transforming how users spend money in a connected and mobile world.
To reach that mobile audience, ChimpChange partnered with us to target new user groups and drive conversions at scale. Having seen early success in paid social acquisition, we began testing user acquisition with Google AdWords Universal App campaigns (UAC) to scale their existing efforts, meet their acquisition goals, and maintain a lower than target CPA.
Google UAC 101
Launched in May 2015, Google’s UAC streamlines the process of driving app installs across all Google’s properties and will soon be the go-to Google advertising solution. Google UAC differs from other paid social channels in that much of the heavy lifting is carried out by Google’s algorithm. We help our clients take Google Universal App campaigns to the next level, with continuous creative testing and optimization.
Within months of running Google UAC, ChimpChange saw…
- Significantly extended reach
- Lower costs
- Improved in-app conversions
Read on to learn more about their results.
ChimpChange reached new audiences, acquiring 12K registrations with Google UAC alone.
In a competitive space such as B2C fintech, we recognized that reaching more user groups would require a wide-reaching channel. Google UAC, launched in May 2015, gave us the opportunity to extend ChimpChange’s advertising reach, exposing the ChimpChange app to new audience segments.
Google UAC drove down overall costs with a 22% lower than company target CPA.
With learnings from existing paid social campaigns, along with our optimization experience, we worked to optimize ChimpChange’s UAC to find and convert high LTV users.
Compared to standard campaigns, registrants converted at a 42% better rate with Google UAC.
In addition to extending their reach, their goal was to attract high lifetime value users and to build on their continued growth with a more efficient CPA. ChimpChange and Bamboo combined their marketing expertise to drive quality growth on Google, acquiring high LTV users at scale.
“On a channel where competitors have been slow to adopt, we saw this as an opportunity to reach users that matter most to our business. By leveraging Bamboo’s marketing expertise, Google’s Universal App Campaigns gave us quality growth in LTV users across platform at a lower CPA than our company target.”
Tom Russell, VP of Product & Marketing, ChimpChange
Interested in optimizing your Google Universal App campaigns? Learn more about Bamboo’s Google UAC services >
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