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Need help in analysing my 3 week campaign
I need help from the community in analysing my Google Ads tCPA app campaign focusing on in-app purchase action for US/UK/Canada. Would be very thankful for your suggestions regarding how to scale the campaign, improve ROI, any changes that were not good and should be undo etc.
Sharing major changes to the campaign throughout the 3 weeks:
1. **3rd July**: *Initial budget was $8.75/day, target CPA was $3.75.*
2. **10th July:** *Increased budget to $43.75/day and target CPA to $6.25. Reasoning was to scale the campaign as Google Ads was suggesting to increase daily budget to this amount.*
3. **13th July:** *Increased target CPA to $12.5. Reasoning was to get more competitive.*
4. **20th July**: *Decreased target CPA to $11. Reasoning was to lower the achieved CPA.*Now, sharing some metrics through various period between major changes:
1. **3rd – 10th July:** *Avg CPC is $0.11, Avg CPM is $8.35, Actual ROAS is 232.4%, Cost per Install is $0.3, CTR is 7.04%, Conversion rate(for installs) is 34.39%, in-app actions recorded are 14.*
2. **11th – 13th July:** *Avg CPC is $0.18, Avg CPM is $12, Actual ROAS is 139.64%, Cost per Install is $0.6, CTR is 6.47%, Conversion rate(for installs) is 32.58%, in-app actions recorded are 18.*
3. **14th – 20th July:** *Avg CPC is $0.13, Avg CPM is $10, Actual ROAS is 183.26%, Cost per Install is $0.46, CTR is 7.44%, Conversion rate(for installs) is 30.26%, in-app actions recorded are 37.*
4. **21st – 26th July:** *Avg CPC is $0.17, Avg CPM is $13.25, Actual ROAS is 144.65%, Cost per Install is $0.55, CTR is 7.72%, Conversion rate(for installs) is 32.67%, in-app actions recorded are 25.***My observation** from the metrics above is that 21st-26th July looks to be the worst period of all despite not making any significant change. The in-app actions per day dropped to 4 as compared to previous period where it was 5, installs per day has dropped and all other metrics have not improved. The biggest fear for me is that today 26th July, the ROAS is 76%.
**My major concern** is that ROAS is very less, my target is to get around 300% so that the campaign becomes self sustainable without any need from me to infuse funds. And I have already wasted around $2500 before the campaigns have starting giving me some results, so I am quite cautious to make any change and hence want to take some help from the community.
**Next steps:** I am thinking of taking following steps and would need thoughts from the community on this:
1. Since I have limited budget, I was thinking of reducing daily budget from $43.75 to $37.5 and after 1 week again reduce the budget to $31.25. This could make my campaign self sustainable in short term.
2. The other change I can think of is reducing the target CPA, as this would help bring down the average CPA and more actions if possible at same budget. Trying to find a sweet spot for this number 🙁 not sure how much it will affect my competitiveness.
3. Should I try a tROAS campaign with 300% for a week and see the results?
4. Any other strategy that anyone can suggest.Please let me know if you need any other information to make any meaningful suggestions. I will be very thankful to you folks.
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1 Reply
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That doesn’t look like the worst week to me off conversion rate for installs. Remember that the campaign you’re running can only influence so much. In-app actions more reliant on your app UI / UX than Google Ads.
You also have it set to tCPA but mentioned ROAS being too low. If ROAS is your goal, then I’d try a tROAS strategy.
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