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Harman Singh

Performance Marketer | Global Digital Media Specialist

Google App Campaigns

This section of my portfolio showcases a diverse range of Google App campaigns spanning multiple digital media projects across the US, Canada, India, and the UK. These campaigns have consistently delivered impressive results, including over 5+ million app installs and 2.5 Million registrations and signups. By aligning strategies with client target audiences, I've demonstrated a proven track record of driving substantial user acquisition and engagement across various international markets.

Google App
Conversion Campaigns

Campaign Performance

Total Spend: $867,283
Total Installs: 268,101
Average Cost per Install: $3.23
Total In-App Actions: Registrations 132,083
Average Cost per In-App Action: $6.57
Overall Conversion Rate: 3.85%
Revenue generated Post 7 day Trials LTV- $3,500000
ROAS - 4.03

Key Optimization

Diversify Creative Assets: Utilize a wide range of video, image, and text assets. This allows Google's algorithm to find the most effective combinations for user segments. Don't limit yourself to just one or two variations.
Leverage Google's Automated Bidding: Start with Target CPA (tCPA) or Maximize Conversions bidding. These strategies leverage Google's machine learning to optimize bids for your desired outcome. Manually managing bids can be time-consuming and less efficient.
A/B Test Ad Variations: Continuously test different versions of your creatives and ad copy to identify top performers. Small changes can make a big difference in conversion rates.
Target Specific Audiences: Utilize demographic and interest targeting to reach users most likely to install and engage with your app. Consider creating separate campaigns for different audience segments.
Monitor and Adjust Bids Regularly: Even with automated bidding, regularly review performance and adjust your target CPA or other bid settings based on results.
Use In-App Events for Optimization: Track key in-app actions (e.g., purchases, registrations) and use conversion tracking to optimize for valuable users, not just installs.
Focus on High-Quality Creative: Use visually appealing assets and compelling ad copy that communicates the value proposition of your app.

Campaign Overview

Campaign Overview:

Fashion and Cosmetics

Target Audience

Primary: Female, Moms
Age range: 22-50 years old
Interests: Fashion, Summer clothing, Fashion and skincare cosmetics shopping

Product

Category: Fast Fashion & Clothing

Campaign Objectives

Increase app installs and app registration
Optimise for in-app actions (Purchases)
Improve overall conversion rate and Reduce Cost per action.
Retarget users for upsell and cross-sell different product categories

Google App Campaigns
Technology Games & E-learning

Screenshot 2023-09-19 at 4.21_edited.jpg

Campaign Performance

Overall Performance:

Cost: $5.96M
Conversion value: First subscription - 5.09M
Sign-ups: 865K
Conversion rate: 1.48%
LTV Revenue - $8.35M

Screenshot 2023-09-15 at 1.04.05 PM.png

Campaign Performance

Overall Performance:

Cost: $431K
Installs: 151K
Cost per Install: $2.86
In-app actions: 28.5K

Key Optimization

Refine Targeting Based on Demographics and Interests: Experiment with different demographic and interest combinations to find the most receptive audiences. Use audience insights to inform your targeting decisions.
Monitor and Adjust Campaign Settings Regularly: Continuously analyze campaign performance and make necessary adjustments to bids, targeting, and creatives based on data and trends. Don't set it and forget it!
Diversify Creative Assets: Utilize a wide range of video, image, and text assets. This allows Google's algorithm to find the most effective combinations for different user segments. Don't limit yourself to just one or two variations.
Leverage Google's Automated Bidding: Start with Target CPA (tCPA) or Maximize Conversions bidding. These strategies leverage Google's machine learning to optimize bids for your desired outcome. Manually managing bids can be time-consuming and less efficient.
A/B Test Ad Variations: Continuously test different versions of your creatives and ad copy to identify top performers. Small changes can make a big difference in conversion rates.
Monitor and Adjust Bids Regularly: Even with automated bidding, regularly review performance and adjust your target CPA or other bid settings based on results.
Use In-App Events for Optimization: Track key in-app actions (e.g., purchases, registrations) and use conversion tracking to optimize for valuable users, not just installs.
Focus on High-Quality Creative: Use visually appealing assets and compelling ad copy that clearly communicates the value proposition of your app.

Campaign Overview

Campaign Overview:

Kids' Learning App Campaign Overview

Target Audience

Primary: Mothers
Age range: 24-48 years old
Interests: Child education, reading, early learning

Product

Category: Kids' Learning App
Key Feature: Improves reading skills through a library of books

Campaign Objectives

Increase app installs
Drive in-app actions (e.g., book opens, reading sessions)
Improve overall conversion rate.

Google App Campaigns
Online Language Learning App

Install campaigns google .png

Campaign Performance

Analysis of the app conversion campaign

Overall performance metrics (June to November 2021)

Total Installs: 145K
- Cost per Install: ₹20.40
- In-app actions: 60.5K
- Total Cost: ₹2.96M
- Revenue - ₹5.7M
- Roas - 1.92

App install FB .png

Campaign Performance

Analysis of the app conversion campaign

Reach 9,275,533
Amount Spent ₹1,303,683.21
App Installs16,516
Mobile App Installs 16,516
Registrations Completed7,514
Revenue - 1825000
Roas - 1.40

Key Optimization

Refine Targeting Based on Demographics and Interests: Experiment with different demographic and interest combinations to find the most receptive audiences. Use audience insights to inform your targeting decisions.
Monitor and Adjust Campaign Settings Regularly: Continuously analyze campaign performance and make necessary adjustments to bids, targeting, and creatives based on data and trends. Don't set it and forget it!
Diversify Creative Assets: Utilize a wide range of video, image, and text assets. This allows Google's algorithm to find the most effective combinations for different user segments. Don't limit yourself to just one or two variations.
Leverage Google's Automated Bidding: Start with Target CPA (tCPA) or Maximize Conversions bidding. These strategies leverage Google's machine learning to optimize bids for your desired outcome. Manually managing bids can be time-consuming and less efficient.
A/B Test Ad Variations: Continuously test different versions of your creatives and ad copy to identify top performers. Small changes can make a big difference in conversion rates.
Monitor and Adjust Bids Regularly: Even with automated bidding, regularly review performance and adjust your target CPA or other bid settings based on results.
Use In-App Events for Optimization: Track key in-app actions (e.g., purchases, registrations) and use conversion tracking to optimize for valuable users, not just installs.
Focus on High-Quality Creative: Use visually appealing assets and compelling ad copy that clearly communicates the value proposition of your app.

Campaign Overview

Kids' English Learning App Campaign Overview

Target Audience

Primary: Mothers
Age range: 24-48 years old
Interests: Child education, English language skills, personalized learning

Product

Category: Kids' English Learning App
Key Feature: 1:1 Classes for kids to improve vocabulary, comprehension, and articulation

Campaign Objectives

Drive class registration among the target audience
Increase in-app actions (e.g., class bookings, lesson completions)
Optimize for Paid Trial class booking

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