Initally focussed on Facebook advertising campaigns we soon realised that this wasn't a particularly lucrative channel for Miappi as even with extensive optimisation it was generating CPAs that weren't sustainable for the business.
Making the decision to move away from Facebook we persuaded Miappi to let us trial paid search. We haven't looked back. We created tightly targeted campaigns for maximum quality score and trialled multiple verticals and search phrase themes to find the sweet spot. Starting with AdWords, we've since rolled out onto Bing and AdRoll to scale up our success.