DiDi decreased Cost Per Install by 6% using Predictive Budget Allocation across digital channels
KEY FINDINGS:
6%
decrease in CPI (Cost Per Install)
10%
increase in installs
10%
increase in conversion rate
The company provides app-based transportation services and on-demand delivery services.
DiDi's main objective this year is to drive incremental app installs by reaching new audiences and better allocating budget across different channels.
As a multi-product, multi-market advertiser, there is a high degree of campaign complexity. Understanding how each channel is performing— while trying to establish new products in some markets which are more mature than others—is complex.
Predictive Budget Allocation automatically optimizes budgets between channels, campaigns and ad sets based on a custom KPI that simulates the CPIC (Cost Per Incremental Conversion) in each platform. The custom KPI is defined in line with previous Conversion Lift Studies.
Juan Carlos Zaragoza
Performance Marketing Manager
DiDi acted based on changes to performance and let the algorithm decide the ideal share of budget according to where it's finding the cheapest results, avoiding manual tasks and guesswork to define and manage this every day.
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