In March and April 2020, we released two titles — Perfect Cream and Hitmasters. Promotion on TikTok raised the ROI of our new games by 20%.
We set a goal to hit at least top-50 position in AppStore and GooglePlay with new titles. In addition to the video-focused social network, ads were purchased on Facebook, Google Ads, Unity and Ironsource. The cost per install was comparable across all channels, but TikTok showed the highest ROI.
Juicy creatives without misleading ads presented the exact content the users get in our games. Only fair gameplay without misguiding excursuses. To immediately switch to the most interesting part, we chose the interactive Playable Ad format. New creatives were introduced as and when the old ones burned out. And this strategy proved to be the perfect one — the uplift compared to other channels was 20%. Of course, in different countries the numbers slightly varied.
For a month the advertising campaign remained at the same level, then the traffic began to fall. New creative ads didn’t help to maintain our position. Raising bids wasn’t a profitable option for ROI compared to the other platforms. But we continued to advertise on TikTok with reduced volumes, as the CPI remained within the payback range.
This experience was positive. TikTok has taken its place among other promotion channels in the global market.