Overview:
On-demand home service application based in Canada, offers a variety of services including plumbing, electrical work, cleaning, and handyman tasks. To increase its market penetration and user base, HandyCan aimed to drive app downloads through a targeted Google Ads campaign, focusing on busy professionals and households needing reliable home services.
Goals:
- Increase app downloads by 40% in four months.
- Enhance brand awareness among target users across Canada.
- Boost user engagement with the app by 25%.
- Reduce the cost per acquisition (CPA) through optimized ad spend.
Strategy:
Targeted Keywords and Ad Copy:
- Identified relevant keywords such as “home service app Canada,” “book home services,” “on-demand home repair,” and “home maintenance app.”
- Incorporated long-tail keywords like “best home service app in Toronto” and “quick home repairs app Canada.”
Ad Formats and Extensions:
- Utilized Universal App Campaigns (UAC) to promote app downloads across Google Search, Google Play, YouTube, and the Google Display Network.
- Implemented app extensions in search ads to directly link to the app download page.
Location Targeting:
- Focused on demographics likely to need home services, such as homeowners, renters, and busy professionals aged 25-50.
- Employed geo-targeting to reach users in major cities like Toronto, Vancouver, and Montreal.
- Used affinity and in-market audiences to target individuals interested in home improvement and lifestyle services.
Remarketing Campaigns:
- Created remarketing lists to target users who visited the website or app store page but did not download the app.
- Designed engaging display ads to remind these users of the app’s benefits and features.
Implementation:
- Launched a comprehensive Google Ads campaign encompassing search, display, and YouTube ads.
- Monitored key performance metrics daily and made data-driven adjustments to bids, keywords, and ad placements.
- Conducted A/B testing for different ad creatives, messages, and landing pages to identify the most effective combinations.
- Integrated Google Analytics and Firebase to track app downloads, user engagement, and campaign effectiveness.
Results:
Increased Online Reservations:
- Achieved a 50% increase in app downloads within four months, surpassing the initial goal of 40%.
Enhanced Brand Visibility:
- The campaign generated over 3 million impressions, significantly raising brand awareness among the target audience.
Boosted User Engagement:
- User engagement with the app increased by 30%, with more users booking multiple services through the app.
Optimized Ad Spend:
- Reduced the CPA by 25% through continuous optimization and targeting adjustments.
Conclusion:
Effectively leveraged Google Ads to drive significant growth in app downloads and user engagement. The strategic use of keyword optimization, audience targeting, remarketing, and promotional campaigns enabled HandyCan to exceed its marketing objectives. This case study highlights the potential of Google Ads in promoting app downloads and increasing the user base for on-demand service applications.