Tu Projects


Tu Projects has been delivering high-quality results in shop fitting for many industry verticals, including retail, hospitality (food and beverage) and office environments.


Tu Projects approached Search Factory to assist them with their web presence and visibility via our SEM and SEO services.


Our objective was to increase the amount of enquiries, reduce CPA and improve other key performance metrics.

There was no direct paid solution offered within Google Play Store to boost app visibility and ranking. There are other paid channels to incentivise apps download outside Play Store. However, organic download tends to have higher retention rate.

Results (July 2014 vs June 2014)

• Impressions decreased by 12.55% (account became more refined and targeted).
• Click-through rate increased by 0.76% (ads were more targeted and relevant).
• Average CPC was cut by 3%.
• Spend decreased by 14%.
• Adwords cost per acquisition was cut by 34%.
• Converted clicks increased by 30%.

Tu Projects

Account Strategy

Campaigns were constructed in a tightly knit fashion where we could have the most control over the keywords using a match type strategy. Initially we set keywords broader to cast a net and gain insights into what users were exactly typing in. Then we started to refine the campaigns using Search Query Reports and integrating new keywords using a more refined match type strategy.

The new campaign’s Ad Groups were then run to gather stats and maintain a healthy conversion rate, at which point we analysed what locations conversions were coming from using Google Analytics. We focused on locations that were generating low ROI and a high cost per conversion; these were given a lower bid through location bidding adjustments, while those locations that were driving performance were prioritised with a higher bid. This allowed us to achieve a greater enquiry rate and a much lower CPA.

Once enough data had been collected, we analysed the time of day when traffic was best and at what time conversions were more likely to occur. Bids on top-performing keywords were adjusted accordingly to match the top converting hours.

The results were the stats noted above, which was then repeated in following months.

Tu Projects are now operating as Unita. To find out more, please visit their website: