Product Madness
Leveraging TikTok App Retargeting feature to significantly improve ROAS and in-app purchases for a social casino game label
The Objective
Lowering the cost per depositor and D7 ROAS
Founded in 2007, Product Madness is one of the world's largest mobile game studios and a top-grossing leader in social casino mobile games with popular titles such as Heart of Vegas, Cashman Casino, Lightning Link, and Mighty Fu.
As the social casino industry is highly competitive, driving high acquisition costs in many cases, Product Madness is always on the look for tools and methods to improve ROAS (return on ad spend), and specifically, optimize towards lower cost per depositor (CPD) and D7 ROAS.
The solution
Leveraging TikTok App Retargeting feature
In order to optimize toward the required objectives, Product Madness together with their TikTok team utilized all the performance data they own within their apps and targeted these users to activate the retargeting campaign. TikTok App Retargeting is an important product that helps app advertisers to improve user retention, recall inactive users and improve ROAS in different industries. This feature has been built to re-engage audiences who have already installed the app, and now it supports in-app events and value optimization to get better delivery performance.
Product Madness created a TikTok Android campaign optimizing towards in-app purchases for Lightning Link title, leveraging App Retargeting of their US mobile gamers. They retargeted US-registered gamers on TikTok that were inactive over a specific period of time, including those who have not made active purchases during this time. By doing so, they were able to capture low-hanging fruit conversion opportunities.
Additionally, they leveraged the Lowest Cost bidding strategy to maximize the volume of purchase conversions efficiently. In their ad creative, they had strong call-to-action and promotional benefits, to trigger conversions.
The results
Significantly improving business results
The results generated in the retargeting campaign were significantly better compared to all other retargeting platforms the brand is active on. Product Madness saw an 89% decrease in CPI (cost per install), 76% decrease in D7 (Cost per depositor), and a 410% higher D7 ROAS.
Following the successful campaign, the retargeting activity has become a significant portion of their monthly activity in TikTok, rising to more than 35% of their budget.
Partnering with TikTok was a success on multiple levels. We increased engagement, improved profitability and lowered our costs. Employing a retargeting strategy with app event optimization allowed us to reduce our CPI by 89% while driving 4x increase in ROAS.
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