Zoomd Technologies, which offers site search to publishers and a mobile app user-acquisition platform to advertisers, built automation into its platform, which supports campaign management, offering the ability to increase or decrease budgets automatically based on a predetermined key performance indicator (KPI).
Traditionally, optimization technology was a black box working on autopilot. The feature gives marketers greater control and is available through Zoomd’s self-service SaaS campaign management platform
The technology enables marketers to select the KPI they want to use in order to optimize campaign performance, and change the budget once achieved.
KPIs in which marketers optimized campaigns during Q4 2021 included keywords such as “registration,” “purchase within the app,” “add to wish list,” and “add payment info,” but the phrase “add to cart” led when it came to defining campaign performance because it signifies intent.
Marketing events are defined by the app marketer. In a casual game, for example, the marketing events might be “app launch,” “completed registration,” and “level achieved.”
Return on ad spend (ROAS) is the most commonly used KPI, according to Zoomd data. Focusing on ROAS, rather than of app install, CPMs or click-through rates (CTRs) provides a more holistic approach to campaign optimization.
Mobile marketers originally focused on app installs, but in time they realized it wasn’t the best metric because users can quick install apps, and then within minutes or days uninstall them.
ROAS is a holistic look at campaign performance from 30,000 feet. Zoomd believes marketers should look at campaign performance because Apple has terminated the Identifier for Advertisers (IDFA,) which has prompted mobile marketers to run campaigns across more platforms simultaneously than in the past.
“With all of the challenges mobile marketers faced in 2021, Zoomd’s self-serve SaaS campaign management enables easy setup and optimization across multiple channels managed through one dashboard,” says Eyal Melamed, Zoomd’s vice president of research and development.
With marketers forced to toggle between dashboards to review campaign performance for each channel, Zoomd’s SaaS campaign management platform also enables accessing cross-channel campaign management data across Apple, Facebook, Instagram, Google, Snapchat, TikTok, and Twitter simultaneously in one dashboard.
Zoomd’s SaaS campaign management platform also provides app marketers with campaign performance benchmark data from other apps in similar and competing categories.
For example, a toy retailer in the U.S. can compare app performance with other toy retailers and manufacturers, including competitors, in the U.S. and worldwide. This data comes from App Annie.
Through an integration with App Annie, Zoomd provides app marketers with campaign performance benchmarks to compare results with similar apps globally. For example, a toy retailer in the U.S. will be able to compare app performance with other toy retailers and manufacturers, including competitors, in the U.S. and around the world.