"Keiki's journey with Bïrch demonstrates the significant benefits of automation and data-driven decision-making in digital advertising. The team now enjoys enhanced efficiency, better performance metrics, and more time to focus on strategic initiatives."
About Keiki
Over the past five years, Keiki has achieved significant milestones:
- Top 5 Ranking: Consistently ranks in the Top 5 in the Apple “Kids 5 & Under” category.
- Extensive Reach: Over 5 million children have played Keiki’s games in 20+ languages.
- Diverse Product Offerings: Five applications available on iOS and Android, with active development of web products.
For more information, visit the Keiki Learning Games for Kids on Apple’s App Store.
Challenge
Keiki's team recognized early on that manual paid ad optimization posed significant challenges. The process of adjusting spend across multiple campaigns was not only time-consuming but also vulnerable to human error, risking overspending on less effective campaigns. This was particularly problematic during the critical creative testing phases. Realizing the limitations of round-the-clock manual monitoring, their UA managers identified the need for a more automated and precise solution to ensure optimal campaign performance.
The Role of Bïrch in Keiki’s Growth
Since October 2023, Keiki has leveraged Bïrch to enhance its advertising efforts, resulting in a 2.76 times increase in ad spend. Bïrch’s automation capabilities have driven performance optimization and operational efficiency.
Bïrch offered a fully automated process for budget allocation and timely shutdown of underperforming campaigns. Unlike Facebook's auto-rules, which are limited to using its own data, Bïrch's rules are regulated based on purchase data from Keiki's database. This allowed for more accurate and effective optimization.
Key Strategies Implemented
- Buying Automation
- Turn On & Turn Off Campaigns: Rules-based automation to manage campaigns across different products and localizations.
- Budget Increase: Automated budget adjustments based on specific performance conditions.
- Bid Increase/Decrease: Adjustments in bid amounts to maintain competitive and cost-effective campaigns.
- CPC Spikes Protection: Safeguards against sudden increases in CPC or CPM to prevent overspending.
- Constant Control and Campaign Efficiency
- Automated Routine Tasks: Reduces the need for manual intervention.
- 24/7 Campaign Management: Ensures continuous operation free from human error.
- Real-Time Monitoring and Alerts: Provides immediate notifications for critical campaign metrics.
- Performance Optimization
- Automated Pausing of Underperforming Ads: Based on historical and real-time data.
- Informed Decision-Making: Utilizes data to optimize ad performance and efficiency.
- Automated Creative Reports
- Tracking Dynamics: Comparing metrics week over week.
- Monitoring Key Metrics: Such as Spent, CPM, CPC, Purchases, CPP, and CR.
- Identifying High-Performing Creatives: Scaling successful creatives while stopping or improving underperforming ones.
- Slack Notifications
- Real-Time Alerts: Keeps the team informed and aligned.
- Instant Notifications: Reduces the need for manual checks.
Impact on the Team
Bïrch's integration has had a profound impact on Keiki's team dynamics:
- Real-time Notifications: Configuring Slack to receive notifications about Bïrch's activities has kept the team updated with real-time alerts. This ensures all members are informed and aligned, reducing the need for manual checks.
- Creative Reports: Using automated creative reports helps Keiki's team identify high-performing creatives to scale and underperforming ones to stop. This optimizes budget allocation and saves considerable time by reducing the need for manual analysis.
- Key Metrics Monitoring: By tracking key metrics such as Spend, CPM, CPC, Purchases, CPP, and CR, and comparing these metrics week-over-week using the “Timeframe” feature, Keiki can effectively monitor their campaign dynamics.
The Results
Since implementing Bïrch in October 2023, Keiki has seen remarkable improvements:
- Ad Spend Management: Keiki's ad spend increased by ten times, aligning perfectly with their planned growth. The effective budget management led to an immediate 16.74% decrease in CPA.
- Improved Metrics: There was a noticeable decrease in acquisition metrics such as CPM and CPC, coupled with an increase in CTR.
- Creative Testing: Keiki increased their spend on creative tests by 84.35%, allowing them to run more cost-efficient tests and triple the number of creatives being tested. This resulted in significantly reduced spend on zero-conversion campaigns.
- Strategic Focus: The automation allowed Keiki's team to shift their focus from manual adjustments to more strategic tasks and creative development.
