SKILLZ

Games | Casino
Skillz is an online mobile multiplayer video game competition platform that connects players and developers through fun, fair competition.
UA
Growth 360

+32.14% AVG D180 ROAS

-6.3% CPA

+2.1M USD Spend

THE CHALLENGE

Attribution and Integration: Ensuring accurate tracking and attribution across multiple channels and DSPs to measure performance effectively and adapt strategies accordingly.

Maintaining Target ROAS: Sustaining a complex UA strategy with a focus on D180 ROAS while scaling across multiple channels.

Product and Competitor Enhancements: Competitors continuously updated their apps, requiring us to stay ahead in creative and functional app improvements.

Test Channels: Implementing and evaluating new channels, which required careful monitoring and adjustment to achieve desired outcomes.

CPA Targets: Consistently hitting CPA targets while managing quality user acquisition amidst fluctuating costs.

THE SOLUTION

KW-Level ROAS and Ad Group Structure: Implemented keyword-level ROAS tracking and structured ad groups for targeted user segments.

Retargeting and Exact Audience Targeting: Enhanced campaigns through retargeting strategies and precise audience targeting.

CPP Testing and New GEOs: Expanded reach by testing Custom Product Pages and exploring new geographical markets.

Web to App Campaigns: Ran successful web-to-app campaigns, driving increased app downloads and user engagement.
AVG D180 ROAS
+ 0 %
KWs (US)
- 0 %
Reg Rate
0 M USD

MAIN LEARNINGS

Channel Management: Expert management across channels was crucial for hitting KPIs. Channels like Applovin and Moloco were essential for volume, but CPA and ROAS consistency varied.

ASA Scaling: Apple Search Ads (ASA) scaling was successful, particularly when focusing on brand keywords, which consistently performed well.

Reporting and Optimization: Prioritizing real-time reporting allowed for timely optimization, maintaining target ROAS goals.

Custom Product Pages (CPPs): Testing CPPs for different user segments and GEOs proved effective in improving engagement and conversion rates.

BE THE NEXT SUCCESS STORY