If you work with ads, you know that testing & optimization processes are incredibly demanding.
The never-ending combinations of variables: from placements, devices, and campaign types, to objectives, creatives, even CTAs. A ridiculous amount of things to test.
Alugha experienced how exhausting the optimization process can really be.
This case study shows how an ad tracker helped them effectively test multiple campaign variables and lower their average ad costs by 80%.
Background: meet alugha
Alugha is a German-based tech startup that makes the creation of multilingual videos easy and accessible.
Why is their product so useful? If you want to reach broad audiences, you need to localize your content and adapt it to various languages and markets. This process can be both complicated and expensive as serving multilingual users means hosting various videos at the same time.
It’s pretty hard. Unless you use alugha’s solution.
Their toolkit lets video producers and companies host, transcribe & dub video content with ease. That way, distributing information via videos to global audiences becomes cost-efficient and effortless. At the same time, it’s user-friendly and easy-to-navigate for the audience.
Alugha is on the market since 2014. Their journey began with father and son who built a prototype of a video player that supports multiple audio tracks.
Since then, they managed to build a whole video platform and a multilingualization toolkit around the player. They grew their project to multimillion monthly visitors and 10.000+ happy users.
The struggle: Life before Voluum
Before Voluum, alugha team used to do things manually. A hell lot of things.
They played an overwhelming amount of video content in various languages all over the world. And as you can imagine, it’s a manual task of a lifetime.
Our main pain was the scope of manual work. It took almost two full-time workers to set up, track and optimize all our campaigns.
As a small team, they were able to promote a certain amount of videos at a time, which made scaling impossible.
They also fought with bot traffic. Ineffectively. With no tools to detect and block suspicious traffic, they were exposed to ad fraud.
Testing was extremely problematic. If they wanted to experiment with a piece of content against a certain GEO or language they needed to set up a separate campaign every time. What’s more, they dealt with high budget restraints in ad networks.
All in all…
- Enormous content portfolio in multiple languages
- Ad network budget restraints
- Ineffective process of testing
- Bot traffic
…Left them pretty much stuck in a slow-moving circle of ineffective manual optimization.
Wind of change
Limited with available experimentations, alugha wasn’t able to find the best way to improve and scale their campaigns effectively. If they wanted to improve the results their only option was to increase their overall budget.
At some point, tracking and optimization became ever more complicated as the demand for advertising a wider content portfolio to more countries grew.
Alugha knew they need to improve the way they work with their campaigns.
It seemed that the answer to their struggles was a tracker: one platform to manage and optimize their performance.
They considered a bunch of other various tracking solutions, but their market research showed them exactly which tool was the right one for them.
The Solution: Getting an Ad Tracker
Since alugha started using Voluum, all their advertising is in one place. Now, they are able to track and optimize their ad campaigns for multiple conversions. More importantly, Voluum allowed alugha to play out their portfolio on a completely different scale around the world.
An arduous process of optimization has been turned into something much simpler with our Auto-optimization feature.
As the algorithm is designed to assess multiple offers and redistribute traffic according to the “scores”, the traffic can be analyzed and automatically redistributed to the best performing offers, landing pages, and paths.
Currently, most of the optimization and A/B testing is done by Voluum, which frees up more alugha resources for other things.
Instead of setting up a campaign for every video and GEO, they can create topic clusters containing several videos. So while the ad network still manages the GEOs for the traffic, Voluum handles which content performs best in these corresponding GEOs and feeds that information back to the ad network for optimization.
Impact: This all sounds great, but show me the numbers
Currently, alugha is able to effectively advertise a growing content portfolio to a wide array of GEOs. Their results can speak for themselves.
They managed to lower their ad costs (CPM) from $0.57 to $0.11. The number of clicks grew from 2M to almost 12M.
They also solved the testing problem connected to the daily budget limits. Now alugha is able to set up several 10$ test campaigns containing several different content pieces within one ad network, while Voluum AI finds the best-performing ones.
It turned out that a simple decision, such as investing in the right ad tracker, could become a game-changer for the company.
Betting on Voluum helped alugha greatly improve their performance and lower their expenses. We are looking forward to hearing about even more outstanding results from our partners in the future because we know that with Voluum the only way is forward.