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Ouigo was a low cost train service that was interested in app downloads and purchases and thus wanted to maximize on the effectiveness of advertisements. Through the use of Meta’s Advantage+ app ads, and an A/B test, the company was able to record a massive enhancement in the cost per install and cost per purchase
Objective
Increase app downloads and purchases, improve campaign efficiency.
Platforms
Meta
Strategies Used
Advantage+ app ads, A/B testing
Results
27% lower cost per install, 64% lower cost per purchase.
Optimizing ad performance and reducing costs for app downloads and purchases.
Advantage+ App Ads
Utilized Meta’s automated campaign features for optimization.
A/B Testing
Compared Advantage+ app ads with manual app ads.
Adopted Advantage+ app ads for improved campaign efficiency.
Lower cost per install
64% lower cost per purchase.
Ouigo was also able to prove the efficiency of the Advantage+ app ads in relation to app download and purchase with lower costs. In this case, Meta was able to demonstrate improved KPIs through the use of automation across the firm. This case study also shows the need to conduct tests and optimisation in the use of digital advertising.
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