Summary
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[Purpose]:
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Resolve the challenges of gathering more users and GMV through Naver and Kakao ads
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Initailize the optimization of Naver and Kakao Ads
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[Result]:
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Revitalized Naver and Kakao marketing campaigns in annual 200% increase in campaign performance with a consistent 26% monthly growth in average.
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Optimized the ad campaigns based on customer segmentaion
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Constructed the cross-checking dataframework and communication funnel with stakewholders
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[Contribtion & Role]:
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Coordinated the localized marketing strateigc plan end to end
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Developed data monitoring framework
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Regular communication and meetings with stakeholders (internal c-levels, enginners, partnering managers)
A/B Testing of different graphic assets
Situation
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Faced with the challenge of gathering more users and GMV through Naver and Kakao ads
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Initially, performance marketing was entirely entrusted to an agency with the expectation of improved results. However, performance did not improve and instead worsened.
Objectives
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There is a room for budget management in budget allocation on different ad products
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Instead of running cpc campaigns, find more alternative ad campaigns
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The internal data tracking portal needs to be checked because the Appsflyer tracking with UTM and SDK are not properly working
Actions
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Tuning budget allocations and optmizing ad campaign operations
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Coordinating A/B Testing upon
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Processing conversion, cpc, roas analysis based on different ad products, ad visuals, copywritings, and timeframe
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Planning targeted Paid Ad Campaign based on customer segments
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Discovering cost per install and cost per action ad campaigns
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Developing data monitoring framework
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Integrating Appsflyer to collect Kakao data to the company’s database
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Engaging witth Kakao, Appsflyer, In-house backend enginners for advice and improvemtns in coordination KPIs and monitoring.
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Combining data of the company’s database with Kakao and Naver’s database and extracting relevant results and insights
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Conducting comprehensive research analysis of competitors’ marketing strategy and creating following action-plans.
Result
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Revitalized Naver and Kakao marketing campaigns in annual 200% increase in campaign performance with a consistent 26% monthly growth in average.
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Before the marketing campaigns were going through 70% decline in performance
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Decreased investment in low-performining products and accounts
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Continual testing to extract new insights
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Expanding Kakao advertising portfolio to include CPI and CPA campaigns (example: Offerwall Advertisement)
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Optimized the ad campaigns based on customer segmentaion
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Diverisifed the ad campaigns based on customer demographics including age, and whether they are new or returning users..
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Referenced the revamped the ad campaigns based on behaviros of users who have installed the app, made a purchase, or added items to the cart, enabling more in-depth advertising strategies and testing.
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Differentiated ad products into categories of seasonal, regular, and underperforming in order to spend budget more wisely
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Organized cross-checking dataframework and communication funnel with stakeholders
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Installed Kakao SDK and Kakao Sync to allow segmentation of users based on their behaviors within the company’s app.
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Initiaed regular checkups with internal c-levels, backend-enginners, parterning account managers and shared the process
Feedback
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Kakao Ads need pre-installation of SmartScript for correct integration with Kakao and cross-checking with MMP to ensure accuracy of incoming data.
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Try more different platform and ad products attribution analysis
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See if coordinating webrooming behavior analysis is suitable