Test with TikTok: How 3 SEA Tech Companies Maximize Their Mobile App Marketing Effectiveness

9 February 2022

TikTok For Business

Success StoriesBest Practices

Test With TikTok is all about inspiring advertisers across Southeast Asia (SEA) to achieve more with TikTok For Business solutions. This way, you can focus on designing and developing campaigns exactly the way you want, while TikTok can help you drive your performance. Our solutions deliver leading returns on investment, and they even prime audiences for your advertising on other platforms too. So, we'll be offering tips and tricks for boosting your brand, driving sales, and growing your business on TikTok.

In order to optimize the app install campaigns, these three SEA brands all took different experimental approaches. In doing so, they discovered best-practice strategies we can all learn from:

Shopee is a global leading E-commerce giant based in Singapore and with its services expanded to over 15 markets in South East Asia, Latin Amercia and Europe. To maximize the performance of their app install campaign, Shopee experimented with TikTok's Campaign Budget Optimization (CBO) in Vietnam.

Shopee set up a CBO campaign and a non-CBO campaign as a control group, each with three ad groups and three creatives. The CBO campaign optimized the budget at the campaign level instead of by individual ad group.

The CBO campaign outperformed the non-CBO one, with increased effectiveness of 17% more app installs and increased efficiency at a 15% lower cost per install (CPI). In addition, less work was required to monitor and control budget/bids for each ad group within the one campaign.

Gojek is a Super-App that offers services beyond an app for online transportation, food delivery, logistics, payment, and daily services. They have a strong presence in Indonesia and now working with TikTok to expand the user base in Vietnam.

Client turned to TikTok's App Event Optimization (AEO) product to target relevant, unique, and high-value users with a cost-effective strategy. Gojek Vietnam used AEO to zero in on users who were more likely to trigger a certain event, in this case, "Registrations." It also set a Cost Cap bidding strategy, to set a bidding price for its optimization goal.

By leveraging AEO, Gojek Vietnam reduced the campaign's cost per unique registration by 50% compared to its previous app install campaign within the same period. Cost per install also dropped by 27%. By focusing on high-quality users with a higher chance of registering for the app, AEO drove major campaign cost optimizations for Gojek.

Vietnam-based ABI Game Studio, whose goal is to create unforgettable games that are loved around the world, wanted to promote its flagship game Galaxy Attack: Alien Shooter. In order to reach audiences at scale and drive high-volume app installs in Southeast Asia, ABI Game Studio was looking for a massive userbase and network of users and high-performance in-app ad solutions.

To optimize and scale its App Install campaign, ABI Game Studio opted for Pangle placement to their App Install campaigns in addition to TikTok placement. For the ad group utilising Pangle, the client also tried out Playable Ads. This interactive ad type lets audiences experience gameplay for themselves, encouraging them to install the app.

Thanks to Pangle's extensive inventory network on third-party mobile apps, ABI Game Studio saw an explosive 10x uplift in app installs compared to the control group, which was run solely on TikTok In-Feed Ads. Day-2 retention rates also rose 6% across all three target markets, with an average of 13% lower CPI across the top two target markets. When paired with Playable Ads, the Pangle campaigns drove 1.6X more app installs compared to campaigns without Playable Ads.

CBO helps advertisers to optimize their media budgets at the campaign level instead of by individual ad group. Simply apply a single set of budget optimizations to all the ad groups in your campaign, rather than setting them up individually. Then the system helps advertisers adjust and optimize the campaign budget based on real-time performance from both a creative and ad group perspective.

App Event Optimization (AEO) enables advertisers to reach more users who have higher chances of triggering valuable in-app events. Compared to Install Optimization, AEO enables advertisers to bid beyond Install and focus on optimizing for specific in-app events. Advertisers can bid for objectives relevant to their industry and for specific KPI objectives.

With Pangle's vast network of mobile apps you can extend audience reach to scale your user base and business. We recommend selecting "Automatic Placements" in Placement type selection or creating a dedicated ad group with Pangle placement to turbocharge your App Install campaigns beyond TikTok in order to maximize reach and increase conversions when using Pangle.

These brands' different advertising approaches have given us meaningful learnings to build on. Overall, we can see that advertisers who include TikTok's innovative advertising solutions in their media mix achieve the best performance for their app install campaigns.

Stay tuned for more updates and advice from Test with TikTok.

Read the previous Test with TikTok blogposthere.

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