# Since implementing Bïrch our ad spend has increased by 2.76 times

## ↓26%

CPC

## ↓17%

CPA

## Company

Keiki is an app developer that intersects EdTech and GameDev. Established in 2019, Keiki focuses on developing applications and web products for children aged 2 to 6.

[keiki.app](https://keiki.app/)

**Industry:** EdTech and GameDev  
**Bïrch user:** for 1 year

"Keiki's journey with Bïrch demonstrates the significant benefits of automation and data-driven decision-making in digital advertising. The team now enjoys enhanced efficiency, better performance metrics, and more time to focus on strategic initiatives."

## About Keiki

Over the past five years, Keiki has achieved significant milestones:

- **Top 5 Ranking:** Consistently ranks in the Top 5 in the Apple “Kids 5 & Under” category.
- **Extensive Reach:** Over 5 million children have played Keiki’s games in 20+ languages.
- **Diverse Product Offerings:** Five applications available on iOS and Android, with active development of web products.

For more information, visit the [Keiki Learning Games for Kids](https://apps.apple.com/us/app/keiki-learning-games-for-kids/id1508098273) on Apple’s App Store.

## Challenge

Keiki's team recognized early on that manual paid ad optimization posed significant challenges. The process of adjusting spend across multiple campaigns was not only time-consuming but also vulnerable to human error, risking overspending on less effective campaigns. This was particularly problematic during the critical creative testing phases. Realizing the limitations of round-the-clock manual monitoring, their UA managers identified the need for a more automated and precise solution to ensure optimal campaign performance.

## The Role of Bïrch in Keiki’s Growth

Since October 2023, Keiki has leveraged Bïrch to enhance its advertising efforts, resulting in a 2.76 times increase in ad spend. Bïrch’s automation capabilities have driven performance optimization and operational efficiency.

Bïrch offered a fully automated process for budget allocation and timely shutdown of underperforming campaigns. Unlike Facebook's auto-rules, which are limited to using its own data, Bïrch's rules are regulated based on purchase data from Keiki's database. This allowed for more accurate and effective optimization.

## Key Strategies Implemented

1. **Buying Automation**  
    - **Turn On & Turn Off Campaigns:** Rules-based automation to manage campaigns across different products and localizations.  
    - **Budget Increase:** Automated budget adjustments based on specific performance conditions.  
    - **Bid Increase/Decrease:** Adjustments in bid amounts to maintain competitive and cost-effective campaigns.  
    - **CPC Spikes Protection:** Safeguards against sudden increases in CPC or CPM to prevent overspending.

2. **Constant Control and Campaign Efficiency**  
    - **Automated Routine Tasks:** Reduces the need for manual intervention.  
    - **24/7 Campaign Management:** Ensures continuous operation free from human error.  
    - **Real-Time Monitoring and Alerts:** Provides immediate notifications for critical campaign metrics.

3. **Performance Optimization**  
    - **Automated Pausing of Underperforming Ads:** Based on historical and real-time data.  
    - **Informed Decision-Making:** Utilizes data to optimize ad performance and efficiency.

4. **Automated Creative Reports**  
    - **Tracking Dynamics:** Comparing metrics week over week.  
    - **Monitoring Key Metrics:** Such as Spent, CPM, CPC, Purchases, CPP, and CR.  
    - **Identifying High-Performing Creatives:** Scaling successful creatives while stopping or improving underperforming ones.

5. **Slack Notifications**  
    - **Real-Time Alerts:** Keeps the team informed and aligned.  
    - **Instant Notifications:** Reduces the need for manual checks.

## Impact on the Team

Bïrch's integration has had a profound impact on Keiki's team dynamics:

- **Real-time Notifications:** Configuring Slack to receive notifications about Bïrch's activities has kept the team updated with real-time alerts. This ensures all members are informed and aligned, reducing the need for manual checks.  
- **Creative Reports:** Using automated creative reports helps Keiki's team identify high-performing creatives to scale and underperforming ones to stop. This optimizes budget allocation and saves considerable time by reducing the need for manual analysis.  
- **Key Metrics Monitoring:** By tracking key metrics such as Spend, CPM, CPC, Purchases, CPP, and CR, and comparing these metrics week-over-week using the “Timeframe” feature, Keiki can effectively monitor their campaign dynamics.

## The Results

Since implementing Bïrch in October 2023, Keiki has seen remarkable improvements:

- **Ad Spend Management:** Keiki's ad spend increased by ten times, aligning perfectly with their planned growth. The effective budget management led to an immediate 16.74% decrease in CPA.  
- **Improved Metrics:** There was a noticeable decrease in acquisition metrics such as CPM and CPC, coupled with an increase in CTR.  
- **Creative Testing:** Keiki increased their spend on creative tests by 84.35%, allowing them to run more cost-efficient tests and triple the number of creatives being tested. This resulted in significantly reduced spend on zero-conversion campaigns.  
- **Strategic Focus:** The automation allowed Keiki's team to shift their focus from manual adjustments to more strategic tasks and creative development.