Impulse

The Objective

Impulse is the world's leading brain training app, helping over 82 million users enhance their cognitive abilities through fun games, logic puzzles, and self-discovery tests. Driven by these accomplishments, Impulse continually seeks new ways to engage users and optimize its marketing efforts. As part of this ongoing strategy, the brand continuously explores innovative solutions within TikTok's platform to enhance user acquisition and efficiently scale growth.

The Solution

Impulse conducted the test by running one Smart+ as the experimental campaign and a simple campaign as the control. Both campaigns had identical targeting, budget, creatives, and used the cost cap bidding strategy. This setup allowed for a direct comparison between Smart+ automated optimization and the more manual approach of the simple campaign, ensuring all other variables remained constant.

The Results

Over the course of two weeks, Smart+ delivered remarkable outcomes, reducing CPA by 24.86%, increasing spend by 125%, and improving conversions throughout the funnel. The automated system allowed Impulse to scale efficiently while continuously optimizing ad performance with minimal manual intervention

• Smart+ generated better CPA for the optimization event (25% decrease in CPA);

• Smart+ utilized the daily budget much better with 125% higher spending;