Mukul Gulati

Driving User Registrations and Installs in a Competitive Market

A strategic PPC campaign for MyOpportunity, a business and social networking app, optimized budget allocation and targeting to boost signups by 42.68% and installs by 63.31% within the same budget.

Category: Business and Social Networking App
Country: United States
Website: myopportunity.com
Objective: Increase new user registrations and app installs

Approach & Strategy

Challenges & Initial Review

  • Highly competitive niche dominated by major platforms like LinkedIn and Bumble
  • Previous SEO team used bot traffic, affecting campaign credibility
  • Conducted competitor analysis and website audit to identify key areas of improvement

Campaign Development & Execution

  • Developed a semantic core with highly targeted search queries
  • Structured campaigns based on search intent and device segmentation
  • Utilized DSA, Pmax, and video campaigns for broad reach
  • Focused on brand and competitor campaigns to drive high-intent traffic
  • Allocated budget strategically based on device demand and CPC trends
  • Adjusted bids and budget strategy after the first month based on performance insights
  • Created custom ad copies with compelling callouts tailored to each ad group

Results & Performance

July 2023

Signups: 235 (CPA: $106.38)
Installs: 1,513 (CPA: $16.52)

September–October 2023 vs. July–August 2023 (Same Budget)

Signups: 702 (+42.68%)
Installs: 5,167 (+63.31%)

Key Takeaways

The campaign achieved significant growth despite budget constraints by refining targeting, optimizing ad copies, and leveraging data-driven bid adjustments. Future steps include:

  • Scaling video campaigns to improve brand awareness
  • Expanding retargeting efforts to drive more high-intent signups
  • Further optimizing budget allocation to maximize efficiency

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