How Adwords App Promotion Ads helped Freecharge increase daily downloads by 6 times

FreeCharge increases daily downloads by a factor of six with AdWords app promotion ads

FreeCharge helps customers across India recharge their prepaid mobile phones, data cards, and direct-to-home (DTH) television service while earning coupons from top brands. With over two million active monthly users, FreeCharge is one of the country’s top payment aggregators.

Crediting mobile users with overall growth
FreeCharge customers recharge their devices and services through the FreeCharge Android and iPhone apps and the freecharge.in website. App-based recharges have become increasingly popular among the company’s primary users— 15- to 24-year olds. This hasn’t gone unnoticed by Alok Goel, FreeCharge’s chief executive officer, who has put mobile at the forefront of the company’s marketing efforts. “Mobile apps are central to our business,” Goel says. “FreeCharge app users transact with us twice as often as those using our website.” he says.

Creating calls to action that work
In early 2014, FreeCharge partnered with Google to grow their mobile user base and drive new mobile app downloads. They created mobile banner ads that appeared across Google’s mobile Display Network. Each ad included a call to action to download the FreeCharge app on Google Play or the iTunes app store. “Mobile apps are central to our business. FreeCharge app users transact with us twice as often as those using our website.” — Alok Goel, chief executive officer, FreeCharge

Showing ads to the right people at the right cost
FreeCharge chose the “new smartphones” targeting option to reach newlyactivated handsets and the “top apps” targeting option to reach users on apps with high impression volumes. They also set a target cost-per-acquisition (CPA) using Conversion Optimizer to ensure that new app downloads had a reasonable cost. FreeCharge increases daily downloads by a factor of six with AdWords app promotion ads

 

Outstanding outcomes
FreeCharge’s mobile ads have delivered impressive results in a short time. Just three months after launching their mobile ads campaigns in February 2014, daily downloads increased by a factor of six—all while maintaining FreeCharge’s target CPA. Google is now the company’s largest single source of paid downloads, delivering half the total. “Google’s app promotion ads helped us increase our daily app downloads while maintaining a healthy CPA, Goel says. “These ads now contribute to the bulk of our paid downloads.”

“Google’s app install ads have helped us increase our daily app downloads while maintaining a healthy CPI. These ads now contribute to the bulk of our paid downloads.”

— Alok Goel, chief executive officer, FreeCharge

Charging toward the future
While app adoption remains a top priority, FreeCharge is shifting their attention to increasing app transactions. They will continue to optimize their app promotion ads and try new ads and targeting options that re-engage current app users.

About FreeCharge

Founded in 2010, FreeCharge is business unit of Accelyst Solutions Pvt. Ltd. They are a top payment aggregator in India, rewarding customer recharges with discount coupons for retailers and restaurants.

Results

  1. Increased daily downloads by 6x
  2. Maintained target CPA
  3. Received 50% of paid downloads from Google
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