When it comes to mobile user acquisition, especially across SDK campaigns, there’s one mantra that consistently drives efficient scale:
Start with a broad targeting, isolate best performing geos/creatives, bundle them based on performance. Repeat the formula!
At AppLifters, this is the strategic mindset we apply every time we launch a new SDK campaign. It’s simple on paper – but when executed right, it becomes a powerful loop that continuously optimizes spend and maximizes ROAS.
Phase 1: Start Broad – Launch Worldwide
Every new campaign begins with a WW (worldwide) approach. At this stage, the goal isn’t precision – it’s exploration.
By opening the campaign up to as many geos as possible, we allow the platform algorithms to learn quickly, without any early constraints. This helps surface unexpected opportunities and lets us gather baseline CPI and ROAS data across the globe.
Goal: Collect broad performance signals across multiple geos.
Phase 2: Isolate High Performers
Once data starts rolling in, we shift into segmentation mode. Geos that show strong early performance (typically via CPI < target and ROAS > benchmark) are pulled out into dedicated campaigns. Same for creatives that are clearly bringing different types of users: some with longer retention, some with higher IAP conversion %, etc.
This isolation gives them more budget focus and freedom to optimize independently, without being dragged down by different performing regions.
Think of it as moving your best players into their own lane – so they can sprint.
Phase 3: Bundle for Efficiency
After isolating high performers, we start spotting patterns – clusters of geos that behave similarly in terms of cost efficiency and monetization. These are then bundled into smart geo groups, allowing us to consolidate campaigns without sacrificing precision.
This “bundling” strategy reduces fragmentation, simplifies management, and keeps CPIs tight. It also helps stabilize ROAS across similar tiers of performance.
Example: Grouping Tier 1 European countries that share similar CPI dynamics into a single high-performance bundle.
Phase 4: Repeat the Loop
Here’s where the magic happens: we don’t turn off the original WW campaign. Instead, we let it keep running and feeding us new signals.
Over time, new geos emerge with potential – sometimes due to seasonality, market shifts, or improved creative performance. When they do, we isolate them, bundle when necessary, and repeat the cycle.
This looping structure ensures we’re always catching new growth while keeping spend efficient.
Why It Works
This “isolate and bundle” strategy works because it builds structure without limiting discovery. You’re never capped by initial assumptions. Instead, you’re constantly learning, adjusting, and scaling based on real-time performance.
The Results:
- Lean CPI structure across active campaigns
- Improved ROAS stability across geo groups
- Continuous discovery loop that surfaces new scaling opportunities
AppLifters’ Role: Making the Loop Scalable
Executing this at scale requires the right setup – and that’s where AppLifters comes in:
- Full BI visibility into CPI/ROAS trends across geos
- Flexible campaign management across 40+ networks
- Automated performance alerts to catch breakout geos in real-time
- Strategic support to restructure campaigns efficiently as the loop evolves
Structure That Grows With You
Most teams either launch broad and stay broad – or go too narrow, too fast. The real power lies in a looping system that does both:
Explore wide. Focus tight. Then explore again.
So the next time you’re launching a new SDK campaign, remember the playbook:
Start everything together. Isolate. Bundle. Repeat.
