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