TowerMadness Zero is an award-winning 3D Tower Defense Strategy Game developed by Limbic Software in which users defend their flock of sheep from attacking aliens. Once the #1 ranked app in the highly competitive Strategy Games category, the game began to drop in rankings after a period of time. To boost the app’s ranking up again, Limbic Software ran CPC text ads across the 3,000+ apps in AdMob’s network in a 3-day burst campaign aimed at driving the maximum number of downloads possible in a short period of time. AdMob targeted ads separately to iPhone and iPod touch users in order to compare the performance of these two distinctly different user groups and to optimize the campaign accordingly.
Campaign results:
• Boosted ranking in the Strategy Games category from #38 to #9 (achieving the goal of reaching the Top 10)
• Entered the Top 100 in the Games category and reached a peak rank of #73
• Campaign drove >14,600 app downloads
• iPod touch targeted campaign Cost-Per-Download (CPD) of $0.87
• AdMob optimized the campaign to target primarily iPod touch devices in favor of the low CPD
App promotion campaigns can help apps get ranked initially, and the TowerMadness Zero example shows that similar campaigns are effective at boosting ranking even after a period of ranking decline in the app store.
Download the complete case study here.
Read the Mobile Marketer article on this case study here.
Johanna W.
Marketing
